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Companies want a positive
identity with top of mind awareness.
They want to avoid a negative identity and
negative top of mind.
How does a brand earn either?
This is where branding moves beyond the
constraints of logos and marketing and moves into
the realms of quality assurance and customer
service.
Brand Architecture is more than the graphic
representation of your brand.
In reality it has far more to do with the
quality of your products, the way in which your
company engages the public, the way in which your
company manages relationships with vendors, and the way your company treats employees
and staff.
Each point of contact is an opportunity to
establish your brand in a positive or negative
manner.
You hear of a company’s Mission, Vision, and Values;
statements regarding what a company’s purpose is,
where they see themselves in the future, and how
they’d like to be perceived in general.
These are extentions of your brand message.
Ultimately your goal should be to develop brand equity.
Brand equity is the perceived strength of a
company’s product/service within the mind of the
consumer.
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You cannot
underestimate the value of a brand, especially once
that brand has an established history spanning
decades or centuries. Gibson Brands, Inc., makers of
my personal favorite guitar, the Les Paul; has been
in business for 117 years. Their products have
been a steady part of the history of modern music and as
such they enjoy an established reputation for value,
quality, playability, and tone. |
