Holistic Branding

The touch points where customers interact with the company require as much internal thought and planning as the more obvious promotional components of the brand.

Ramshackle premises, dirty windows and old uniforms, are unlikely to encourage bright and enthusiastic behaviour (in any of us).

Taking a Holistic approach to Brand Building
Building a great brand takes as much internal work as external effort.

One of the challenges in taking a more holistic approach to branding is that the brand’s expression is so varied and multi-facetted.

But for the brand a lack of cohesion spells confusion and mistrust.

It summarises all the key brand components.

To be experienced as real and authentic meticulous effort is required.

The right behaviour depends upon the right training and the creation of a conducive environment.

Bright-eyed and enthusiastic will cut it, surly and uncooperative will not.

This highlights another issue.

Unless all these things are clearly defined, there is endless room for disintegration – the fragmentation of the brand into a hotchpotch of different and conflicting ideas and expressions.

Taking a Holistic approach to Brand Building
Building a great brand takes as much internal work as external effort.

Internal communications play a vital role too.

To be experienced as real and authentic meticulous effort is required.

Think: Inspiration and Transformation!

One of the approaches to ensure what we call Brand Alignment is to undertake internal workshops involving all department and divisions within the business.

It was supported by a more relaxed dress code and their performance in support of the brand was assured.

A clear vision for where the brand is headed, its value-proposition to the customer, a set of values (which guide its behavior) and personality traits which give additional colour and dimension to the way it behaves and communicates.

Ramshackle premises, dirty windows and old uniforms, are unlikely to encourage bright and enthusiastic behaviour (in any of us).

To build a great brand requires as much internal preparation as external promotion.

A clear vision for where the brand is headed, its value-proposition to the customer, a set of values (which guide its behavior) and personality traits which give additional colour and dimension to the way it behaves and communicates.

Think also about the vision do you have for it.

Collectively they represent your brand experience.

Taking a Holistic approach to Brand Building
Building a great brand takes as much internal work as external effort.

What’s its unique space in the world and (more importantly) in the minds of your customers?

To build a great brand requires as much internal preparation as external promotion.

Internal communications play a vital role too.

It was supported by a more relaxed dress code and their performance in support of the brand was assured.

The right behaviour depends upon the right training and the creation of a conducive environment.

Although the centre is never seen by customers, the staff recognized the gesture in support of the brand.

After all, brands are artificial constructs.

One of the challenges in taking a more holistic approach to branding is that the brand’s expression is so varied and multi-facetted.

People often wonder why we’re so insistent that a full Brand Blueprint is developed.

It was supported by a more relaxed dress code and their performance in support of the brand was assured.

When brands are fragmented consumers trust them less.

Purple uses a Brand Beacon system, using key people throughout the organization who really develop a passion for the brand and who, given the right training and resources can encourage their colleagues to adopt brand-aligned behaviour.

After all, brands are artificial constructs.

If your brand is to be positioned as fresh and invigorating, it’s vital that staff at key touch points exhibit behaviour in harmony with these ideas.

A clear vision for where the brand is headed, its value-proposition to the customer, a set of values (which guide its behavior) and personality traits which give additional colour and dimension to the way it behaves and communicates.

One of the challenges in taking a more holistic approach to branding is that the brand’s expression is so varied and multi-facetted.

The right behaviour depends upon the right training and the creation of a conducive environment.

The touch points where customers interact with the company require as much internal thought and planning as the more obvious promotional components of the brand.

One of the challenges in taking a more holistic approach to branding is that the brand’s expression is so varied and multi-facetted.

Ramshackle premises, dirty windows and old uniforms, are unlikely to encourage bright and enthusiastic behaviour (in any of us).

Although the centre is never seen by customers, the staff recognized the gesture in support of the brand.

Purple uses a Brand Beacon system, using key people throughout the organization who really develop a passion for the brand and who, given the right training and resources can encourage their colleagues to adopt brand-aligned behaviour.

Internal communications play a vital role too.

One of the approaches to ensure what we call Brand Alignment is to undertake internal workshops involving all department and divisions within the business.

If your brand is to be positioned as fresh and invigorating, it’s vital that staff at key touch points exhibit behaviour in harmony with these ideas.

Unless all these things are clearly defined, there is endless room for disintegration – the fragmentation of the brand into a hotchpotch of different and conflicting ideas and expressions.

Purple uses a Brand Beacon system, using key people throughout the organization who really develop a passion for the brand and who, given the right training and resources can encourage their colleagues to adopt brand-aligned behaviour.

Collectively they represent your brand experience.

Internal communications play a vital role too.

If everyone in the business, as well as those in the supply chain to the customer, is fully-briefed about the brand, they will know how to portray it.

Experiences need to be managed, to reflect the brand’s positioning, mirroring its values and exuding its personality.

Purple uses a Brand Beacon system, using key people throughout the organization who really develop a passion for the brand and who, given the right training and resources can encourage their colleagues to adopt brand-aligned behaviour.

The right behaviour depends upon the right training and the creation of a conducive environment.

Would you trust a friend who acted one way on Monday and totally the opposite on Tuesday?

But for the brand a lack of cohesion spells confusion and mistrust.

One of the approaches to ensure what we call Brand Alignment is to undertake internal workshops involving all department and divisions within the business.

This highlights another issue.

Every expression of the brand offers an opportunity to either harmonise or disintegrate.

If everyone in the business, as well as those in the supply chain to the customer, is fully-briefed about the brand, they will know how to portray it.