The wet weather and traffic chaos across Sydney this morning did nothing to dampen the quality of the discussion at our Comms Breakfast today! Brand management is a huge topic and one surrounded by conjecture however we’d like to share with you some of the key take outs from this mornings’ event:
Be authentic – audiences today are pretty savvy and can see through the corporate speak. Brand management has evolved from simply understanding your visual identity and brand personality, it’s about understanding your brand purpose. Brands that communicate and live to the standards they set will be rewarded with trust. Those that don’t, or live to a purely profit driven motive, will only survive until a better offer is found.
Be brave – a brand can’t be all things to all people. It’s important to have a point of view and accept that not everyone may agree! It’s better to resonate really strongly with some target customers than be vanilla to all. It’s ok to polarise, in fact it’s almost impossible not to!
Social media changes everything – many still focus on the risks associated with social media but it’s better to be a part of the conversation and participate than sit on the sidelines. However, given the volume and pace of discussion across social channels it’s important to be prepared for issues so you can respond rather than simply react.
Everyone impacts your brand promise – all employees including CEOs play a major role in building or undermining a brand. It’s critical that organisations – employ the right people, ensure that the organisational purpose is understood and empower people to interact with customers in an authentic way that is consistent with that purpose.