branding - emotion - brand communications

Branding. Your brand? What would your staff and customers say?

Posted in Branding, Current, Marketing on 13/04/2017

Your brand. Before we ask your customers or prospect customers what they think about you or your products/service we have to ask what you think your brand is. We have to ask your staff what your brand is. Who is your brand? What does your brand say, how does it say it and who to?

Your brand. What does your brand mean to the people who make your business happen? On the surface a pretty simple question until you start to look further, delve into the way your brand conducts itself, explore the outer reaches of your brand awareness and really listen to what people are saying about your brand. Is there a consistency?

Your brand. Your business. How your business is perceived will impact your growth, your ability to grow your market share or maintain your market leadership. Impact your ability to attract the best-of-breed workforce and management who will drive your business forward; impact the value of your business. Branding. It’s all about winning minds, winning business, winning opinion, winning the voice of influencers, winning brand experiences and allowing your customers to feel they have contributed to and are able to in some way share in your success. It’s emotional.

Your brand isn’t your logo – that’s your signature or fingerprint; a recognisable icon. Your brand is your business’ personality, it’s culture… you want to be liked right? Your brand is how you connect, relate to, embrace, befriend your audiences; how your brand encourages loyalty and recommendation through word-of-mouth from your customers … how your brand is relevant, authoritative, trustworthy and honest. Yes, all of these and more but possibly the most powerful asset in your brand management toolbox is emotion; the positive feels, the “…you got to try this” referral, the “…I love my” introduction. Now, more than ever, a brand has to be intuitive, has to live the lifestyle of its fans, consumers and users. A brand has to be authentic; so, the people responsible for brand management and brand communication have to share the passion, have experienced what you want your audience to experience … working in branding or creating a brand is more than a job, it’s a conversation you get excited about, a subject you’re passionate and knowledgable about… a journey you have to [want to] live and breathe.

sb:mktg have created, consolidated, developed, refined and steered brands for FMCG, automotive, luxury, engineering and lifestyle brands; bringing insight, intuition, marketing communications, brand communications, sports marketing, fan engagement and experiential marketing to targeted B2B and B2C audiences. Bringing a depth of experience drawn from over twenty-five years experience to deliver brand strategy, campaign planning and integrated marketing communications for brands that want that winning feeling.


“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.” – Seth Godin

“Branding demands commitment; commitment to continual re-invention; striking chords with people to stir their emotions; and commitment to imagination. It is easy to be cynical about such things, much harder to be successful.” – Sir Richard Branson