How a world-class business school can teach executives how to build globally recognizable brands
Companies market their products in an expanding number of ways; through social media, websites, television, print media, billboards and much more. A customer may only spend one second glancing at an ad, but building an effective brand will make sure that they remember what they saw.
Branding is about much more than an eye-catching logo. It creates a mission statement for all employees to follow, and reminds them of the company’s purpose. What’s more, building a truly effective brand can create both instant and long-term results for a business. Let’s take a look at some of the key steps in this process.
Executives developing a brand should seek input from across their organization. As a starting point, try and dedicate at least one day to discussing the current image of the company with employees, and what they feel it should represent going into the future.
Before organizing this meeting, carry out a customer survey, too. This will give you a good idea of the public’s perception of the business’s strengths and weaknesses before you start. Professionals with an MBA in Marketing and Sales will also analyze successful brands to see what they are doing right and wrong.
Reflect on your findings by writing a summary and recommendations, which should focus on the company’s vision, mission statement, values and style. You can then develop a springboard document which offers practical advice to individual departments, and outlines specific steps to follow as part of the brand development process.
If staff are working towards the same goals, then it’s much easier to relay a consistent message to the customer, which is why good branding often involves developing style guides for all workers to follow. Coca-Cola, for instance, is instantly recognizable because their logo, tone and imagery are almost identical across all media platforms. This consistency is essential in letting the customer know what the company stands for.
Likewise, McDonald’s maintains a remarkably consistent global brand. Whether you’re having a burger in one of their restaurants in Tennessee or Tokyo, the big ‘M’, the red and yellow, and a translated version of their slogan can be easily found. Customers instantly feel it’s a restaurant they can trust when they’re in a country with different food norms. An acclaimed business school, such as WU Executive Academy, will provide the insight needed to develop these sorts of iconic brands which inspire confidence in customers.
You can only build loyalty if customers are happy with their experience, and employees have an important role to play in building a strong brand. As your organization’s representatives, their actions, demeanor, and processes should reflect the overall image your company is trying to present, reinforcing your unique brand in everything they do.
It’s important to remember that brands are built over time, so keep the faith if you don’t see instant results. You should also allow your organization to be slightly flexible if you discover an interesting new branding opportunity. For example, you may get a good reaction from customers after making a light-hearted comment mocking your competitors on Twitter, and find that incorporating humor into your marketing strategy makes your organization seem more youthful and fun. With determination and a little refinement, your brand will grow and the company will thrive.
An MBA in Marketing will help you develop the necessary skills to succeed in business.
Find out more about the world-class course on offer at WU Executive Academy.