Simplify’s Group Marketing Director, Mark Howell answers the question… What’s in a brand? Think broad-brand!
One of the best expressions that I’ve come across to explain the definition of a brand is the simple phrase, brand = perception x experience. That explanation particularly resonates with me as it strikes at two crucial factors to success.
How you are perceived can often be ignored at the expense of experience (service). I think it’s important you consider both – what you say about yourself and how you act across the many aspects of your business will build how people perceive you; your proposition, values, culture, employee recruitment etc. A successful business, large or small, will be consistent over time so that your message has the best possible chance of being remembered, understood and valued. That may translate into future customers, employees, investors or other relationships crucial to business success.