Your brand should also be a cultural guide to your business (the art of being insert name), if applied the correct way, it ensures a consistent approach through evolution or change, it ensures these occur in a way that aligns to your companies consumer promise, goals and objectives. This then ensures your company is consistent, which is key to your customer trust.
No one would be surprised to hear me say consumers are irrational, emotional and often totally fixated on that item that has caught there interest. Why is it we can become so irrational when it comes to brands, simply that the promise we draw through a brand imbeds a very strong feeling of trust and this emotion then supports our conclusion that what ever it is, it sits above our internal value line so with trust and good value set in our mind away we go.
If we have also ensured our service delivery meets our promise the next part is just gold as you watch loyal customers or clients become your best advocates, and in todays social media world this can spread wide a fast.
If you would like to learn more on how to intergrate a brand chart that aligns to your company goals and values or how to then use this as you develop and review strategy contact us directly