If I were to say to you the name ‘Cable London’, would you know what I was talking about? How about Telewest, Flextech, or Cable and Wireless? Chances are that even if you’re familiar with one of these names, it’s unlikely that you’re aware they’re all the same company, in one guise or another.
On the other hand, if I said ‘Virgin Media’ to you, you’d probably immediately know which company I was referencing. You could probably tell me something about their services and maybe even something about the man in charge. In case you were wondering, Virgin ultimately bought out Cable London after their numerous name changes.
Why is it that some brand names are instantly recognisable? So much so that we can recite their slogans or name them from a logo, whereas others fade into obscurity? Most importantly, what can you do to ensure that your brand stands the test of time?
First things first, you need to think about your brand name. A catchy name is vital to achieving branding success, and a particular brand name promises a customer particular things. For example, Apple is often associated with innovative design, and Nike with high quality yet fashionable activewear.
Next, both corporate and marketing objectives must be considered. For arguments sake, let’s say that Virgin’s corporate objective is to be the world’s number one supplier of TV and broadband services. Their marketing objectives need to align with their corporate objectives, be specific to their product, and importantly they mustn’t damage the public perception of them that they’ve already built up over the years.
Success of marketing strategies must then be monitored, in order to see what works and what doesn’t. Similarly, market research should be undertaken to assess what customers want. At the core of a long-standing brand, is control and consistency. Customers have expectations about certain brands, and to change your product so that it offers something different could ruin your business. Although minor changes can be made, or additional added extras can be provided, the core sensibility of a brand must always remain the same.
Online marketing of your brand is also crucial, but that doesn’t mean that the above doesn’t apply. Your product must be a good one and you must meet customer expectations in order to maintain your brand image over a long period of time. The popularity of social media has meant that brands can connect on a more personal level with their customers, but it has also meant that they are under a great level of scrutiny when it comes to maintaining their image.
If you’re unsure about your brand identity, or you feel like it needs solidifying, then the team at Point and Stare can help. We provide everything from graphic design to marketing services, allowing your brand to flourish and be maintained over a long period of time. To find out more, get in touch with the team today.