The Invisible Forces of Brands
“Branding is more of a perception than a product(service).” – Bernard Kelvin Clive
Beyond colors, logos and all the visually appealing attributes of brands, there are other intangibles that trigger their success.
Today, I will share with you what I call the invisible forces of brands.
In countless instances, I have seen a number of individuals and businesses placing so much emphasis on their brand tangibles at the expense of the intangibles?
Visuals play a very critical role in branding. However, beyond visuals come the values, services offered, products and customer satisfaction, customer care, consistency of delivery of brands promise, etc.
The above mentioned attributes do more good to a brand than just overly focusing on the visually appealing stuff.
A couple of months ago I recommended a friend’s business, let’s call it ‘Kim Catering Services' (KCS) to a client(Vernon) who badly needed their services. I had informed the client and told him the company does a pretty good job. As my recommendations came highly valued, the client took my word for it and engaged the services of KCS. KCS had sent one of her staff to inquire about the specific needs of Vernon. After the first meet up, KCS never sent any message nor invoice, just nothing. Vernon kept asking what the issue was and all KCS did was to keep promising to deliver to no avail. Long and short of it is that, the business between the two parties never happened.
Another request came in from the same client for another recommendation despite the first incidence. I recommended another friend’s business to the client. Much to our chagrin, the same back and forth and bad customer-client relationship was exhibited and transactions never happened. In mind-blowing fashion, it happened a third time!
Then, I thought to myself, there must be something really bad happening here. Although these recommended companies are great, well-known brands in their niches, they failed the test of brand delivery. They have all the niceties of branding but their invisible forces are killing their brands silently and slowly. This is not only unique nor limited to these three brands but so many other local brands around.
They invest in their brand tangibles – logos, colours, signage, social media and make loud noises yet they fail in delivering their intangible assets. Yes, these brands are damn good at what they do – no doubt, yet they haven’t come to the realization that the overlooked aspect of their branding would be undermining their brands.
Key areas brands must reinforce in their branding process include but are not limited to:
Brand Values: What the brand stands for and the willingness to sacrifice to ensure they stay top of their game. Right from the initial brand building process, every company should sate what their values are such as: integrity, respect, leadership, professionalism, excellence, etc. These become the underlining forces that drive the brand. When customers experience these attributes, they tend to leave a great impression on their minds about the brand. Some time back, I observed something awesome at one of the branches of GCB Bank where an elderly man had entered to withdraw money. Despite the long queue, one of the tellers immediately instructed the security man to offer him a seat and the staff quickly attended to him. An act like this will send string signals to many of their clients about the bank caring for them (elderly). Brands that live up to their values are highly recommended. What are your personal values and those of your brand?
In choosing your brand values, ensure that they are meaningful, different, memorable, actionable, clear, and timelines. Take cues from the following global brand values:
BMW has
· Integrity: Asking customers for frequent feedback.
· Respect: Treating each customer with dignity ...