As products and services become harder to differentiate from each another in an increasingly competitive marketplace, a strong brand is becoming an essential asset for almost every company - large and not-so-large.
Your brand is the sum total of the public's exepriences and perceptions of your organisation or product range - some of which you can influence, but others you cannot. The best brands have the following characteristics:
- They motivate buyers.
- They enhance customer loyalty.
- They confirm credibility.
- They connect on both a rational and an emotional level.
- They deliver a clear message.
At Hayes Anderson we see branding as being intimately linked with marketing and public relations. Brand strategy must, of course, be integrated throughout the organisation - at every public touchpoint. But it is also critical to ensure that your brand values and attributes are clearly communicated.
This is where we can help by taking a detached look at your brand, and perhaps undertaking a brand audit. By studying your brand messages and your visual identity, analysing your competitors and profiling and surveying your customers, we can advise on any shortcomings and recommend improvements in the way your brand is managed.
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"If this business were split up, I would give you the land and bricks and mortar, and I would take the brands and trademarks, and I would fare better than you."
John Stewart, Former CEO, Quaker