Nothing is more fun than positioning commercial companies, NGOs, educational institutions and healthcare organisations. I like to help them in that process to arrive at a characterful brand. Because many organisations struggle with the same kind of brand questions and challenges, I like to share my vision on pressing questions from practice. In this article: is my organisation actually a brand too?
Before I answer the question I want to address common
The above elements are manifestations of a brand, but none of these elements is the brand itself. It is not a tangible product. It is so much more than that.
What is a brand then?
So what is it? For this we make a small leap into history. The word ‘brand’ has its origins in the branding of cattle. Farmers gave a number to their cattle, so that they could easily identify their animals.
Today, the concepts of identification, relevance and distin accurate mobile phone number list ctiveness still form the core of the brand, but it is used in an increasingly sophisticated way. Not only products, such as Dopper, are seen as a brand. Companies, political parties, schools and non-profit organisations are also busy – consciously or unconsciously – building a brand.
Also read: How to get every employee to tell the same brand story
So what is a brand in today’s age?
Different people will answer that question differently. For example, it is said that a brand is what people say about you when you are not in the room. In that case, it is a Šest Google Analytics izvještaja koje biste trebali početi koristiti danas customer experience, your image, so to speak. I do not see it only as a means of communication or how you look at it as a person. That is only one side of the story. In my view, a brand is about the identity of an organization. Who you are as an organization and what you stand for. That should always be the starting point.
In order to show others who you are as a brand, buying house b you as an organization must first know who you are yourself. This so-called brand identity is often confused with a creative concept or a campaign idea. A brand identity is much more than that. You build it for the long term. It is a set of intentions, values and behaviors that form the basis for steering your organization.
It is really important to get away from the idea that a brand is a campaign idea . The reason for this is simple: in a (half) year you will want something new again and you will communicate something different with another campaign. In this way you do not build a consistent brand image.
