Sticking your brand together

Sticking your brand together

Once set, you’ll need to ensure all of the things you can influence are glued together and working toward that unique brand positioning. If you're spending money on marketing materials with different straplines, changeable designs, copy that sounds different or doesn't match up to what you stand for, or products that don't match your brand promise then it's wasting the full potential of your marketing investment.  People won’t recognise you, or understand what your brand is about.

Good strong brands do this well and are more stable because of it. Lets take Apple. They tirelessly work on creating innovative new products that work, that people love because of the way they work and because they are at the forefront of the latest technology. They just love making great stuff! So what do they do to back this up and support the positioning? Everything!

Their advertising, website and product brochures all fit together - you know it's Apple as soon as you see it. The products all look cool, even the accessories. Functionally people love to show the product off - look, it can do this! The shops, well they're cool too. And the people in them know their stuff, they help and reflect the brand. They run workshops in the shops on how to get the most out of the products, as well as the usual online support and video tutorials. You can even book time one on one with a ‘Genius' in their shops if you just want some help face-to-face. Everyone loves to show off the product because it's so good. It's just relentless pursuit of their brand positioning.

Apple have got their brand positioning and direction totally clear, and then they execute everything to support it ruthlessly and consistently. Take one area of the business and fail to deliver, or do something a bit different and things start to unravel. Done well, even knitting the simplest marketing activity together like a website, van, you and a business card, and you’ll see dividends.

John Hayward of Brand Glue

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