17 Sep Finding the edge
Apart from living in a disruptive age, we’re in a tight economy and it is imperative to somehow find an edge. Your brand can be that edge. Here are some probing questions to ask about the state of your brand:
- Is your business growing, declining or losing relevance?
- Has your market become more crowded?
- Over the years, has your business model or strategy evolved?
- Are you achieving sales targets and targeted profit margins?
- If you asked your employees – especially Sales – how you make a difference to the lives of your customer, would they all have the same answers?
- When was the last time customers told you how much they loved dealing with you?
- Have you got a clear brand strategy? Or do you still debate internally and with your Agency what an advert should look like and say? Imagine the wasted time and Agency fees, not to mention the cost of messaging which consistently misses your audience.
- Are you objective about your brand? Do you base decisions on what you like or is there a brand strategy which makes for objective calls?
Often the edge that you need is sitting right under your nose but you’re saying things to the market which no longer resonate. When companies starting thinking and living the “brand”, expect the following changes in your business:
- Your company develops a winning culture and a new energy.
- Petty politics and agendas disappear while common purpose prevails.
- Sales approach their customers and prospects with greater confidence, saying the right things and resulting in increased revenue.
- Non Sales employees know exactly what they have to do to give Sales an edge, becoming sales- and brand-focused.
- Margins improve as pricing becomes less sensitive.
- You spend less time and money on Marketing as the briefing of Agency becomes more objective. This means reduced costs on reworks, increased speed to market and your budget is fully invested on hitting the mark.
“Many companies simply do not understand the power of having a true brand. They think that a brand is a logo, signage or even vehicle ‘branding’. Or, they believe brands are only for the likes of Nike and Apple. What would happen if you applied the same principles which made these brands so successful to your company? Do you think it could give you the edge that you’re looking for?” asks Sherpa’s CEO and brand specialist Gary Hendrickse.