13 Sep 2013

Branding a

Dunedin

Company

Brands draw reference from the real world and our imagination. In other words, brands reference what already exists in the material world, i.e. what has come to pass historically. As a perceptual entity they also reference what will come to pass in terms of the intent of the brand strategist in the future. For example, consumers are exposed to advertising and promotions that influence the perception of your brand, along with actual brand touch events involving your product, staff or physical premises. So brands exist as both a combination of perceptual and tangible components in the minds of consumers.

Having a plan for how your brand communicates in time is a key component for any person who wants to develop a leadership brand. The brand draws reference from pre-existing symbols, meanings and metaphors, capturing a little bit of the essence of its components. This is easily explained by referring to categories of business or the industry that a business might operate in. For example, a business brand story contains an element of the underlying industry story, perhaps some location based component if relevant, and a reference to a competitive competency component. Personality, values and positioning also play a key role in determining how a brand would be best communicated. To illustrate when we think of power and electricity, the story of someone like Mighty River Power for example is one of, location, the product being water, and sustainability which is an end user benefit. The Taieri Gorge Railway brand draws heavily from Dunedin history and historic locations.

Congruency is important for businesses and brands. We all expect Apple to innovate almost all of the time because that is the expected behaviour of their brand. We assume an italian company will be good at design. Congruency means that the actual product/service components are consistent with the perceptual components created by advertising and positioning. Look at each aspect of your business from a product/service delivery perspective. Is it consistent with your brand logo and image? Then consider your advertising and campaigns in traditional and digital media. Are these communications congruent with the values and beliefs that your want to express through your brand. Furthermore, do they positively contribute to the building and evolution of your brand story over time.

To be successful with your brand make take more effort depending on your location and industry. A silicon valley technology start up may have more immediate appeal to investors than a Dunedin start up company would for example. Your brand is something you can control and can present professionally. It is a device that can inspire your people and your customers. Do it well and transform your business.