Why Branding - Gordon Powles

A brand sets you apart from your competition. Your brand can send multiple signals to people who then make judgements on you consciously and subliminally about you, your product or service. This then forms a basis of opinion. This instinctive process is what makes your brand so powerful. The key is to tap into what gives the customer the right reaction when presented with your brand.

All business and services have a unique personality, philosophy, beliefs and opinions this is what is special and exciting which is good because imagine how dull it would be like if every company was the same. These filter down from the start up management or owner of the business. You need to understand these fundamental things. Where do they see themselves, where they want to be and where the competitors fit in with this.

Companies re brand for a number of reasons. It could be they have a home designed identity and wish to have a professional makeover. It could be adjustments are needed to move into a different market or has maybe taken on a joint venture so a hybrid identity is needed to move the business forward.

Re branding can be a very delicate and precise operation. The legacy and tradition has to be honored and retained. If this is mis-calculated alienation from an existing customer base can happen. The skill is to retain the companies strengths and historical values that have been successfully built up over the years. Being able to capture this essence and create a new and exciting image that really delivers the desired outcome is paramount. That fits seamlessly into their marketplace now and continues to increase the revenue of the business now and for years to come.

Once this has been achieved consistency across all media is essential. Applying this to websites, stationery, exhibition, brochures and even internal communications within the company to entrench the brand and value with the staff as well.