Creating a Brand

6. Managing the Brand

A brand will not work instantly - it will develop strength over time as long as your business consistently communicates and delivers your brand values to customers.

6.1 Keep all your staff involved in your brand and your business.

• As your staff will be responsible for delivering the brand, they all need to feel a part of it and believe in it.
• Discuss your brand values regularly with your staff so they are clear about them.
• Encourage them to offer suggestions to improve your systems so the brand values can be more easily delivered.

6.2 Monitor your customers' response to the brand regularly and continually review how your brand values are communicated to them.

• Get regular feedback from friendly customers and find out if what your business is doing for them matches the expectation your brand creates.
• Ask dissatisfied customers or former customers too - you learn useful lessons about your brand through honest criticism.
• Regularly review your products, services and systems to make sure they efficiently back up your brand message.

6.3 Once the brand is developed within your own business and your existing customers, you can use it to attract new customers.

• Use your core competencies to show the benefits of your business to potential customers. Show what your business can do for them, not just what you do.
• Make sure every communication with potential customers is also consistent with your brand values. Advertisements and sales literature to potential customers must be visually and emotionally consistent with what you provide to existing customers.