In this series of articles we have discussed how to create a brand and how to begin to successfully implement it.
Creating lasting commercial value in a brand requires consistent application and careful stewardship. Commentators often ask, ‘so what are the tools for building a successful brand?’ There is no simple answer to this question. As we have discussed in earlier articles, well designed brand elements, careful consistent application and a good product at the right price always help to strengthen brand value. However, perhaps more critical than this is the careful development and management of corporate culture.
Recognition by employees of the value of branding in developing business and securing jobs is key. Applying brand elements in a consistent fashion in your work is one thing, passionately believing in your brand, its mission and values is another. Yes, Dubai, and the UAE as a whole, suffers from a transient populace, which provides a challenge when it comes to building strong internal ambassadors. But this difficulty is accentuated by the quick–buck-greed of the corporates based here, who are generally a lot shorter sighted than that of their more establish counterparts elsewhere in the world.
Many successful organisations with strong brands boast not only well designed, consistently applied brand elements, but also a strong internal culture. This becomes a powerful movement, driven by management and employees, according to which each individual becomes an embodiment of the brand, extolling it’s virtues at every opportunity.
At Apple for example, the brand is represented not only by the brand marque, the colour palette and fonts, it is embodied in each and every member of staff. In recruiting new employees, Apple’s human resources department look further than qualifications, experience and personality: They have a carefully defined set of criteria, including everyday work ethic and passion for the brand, that help select individuals who will drive the brand forward. This can also be said for other successful brands like Nike, Vodafone, Orange, and Virgin.
Each one of these companies has the vision to see that great branding reaches beyond what we call brand elements into corporate culture. From a strong corporate culture evolves a strong team that is proud to be associated with a strong brand.
I strongly believe the great Brands are built from the inside-out, ensuring that solutions are enhanced by the people in the organisation first, so that they can be delivered to customers with passion and belief.
Matt Wilson is our Creative Director at Animus Creative. Having worked with some of the worlds (and regions) leading brands. He has a passion for creativity and is a keynotes speakers on branding, creativity and innovation.
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