Whether it’s Marks and Spencer, Tesco or VW – we are surrounded by “brands”. They are an integral part of our daily life as customers, and crucial for helping businesses to grow, develop and maintain customer loyalty.
But a brand is not just a logo – far from it. A brand is the very heart of the company, the product, the reputation, the staff and the customers – a brand is a living thing, and its visual logo is only an element of that. Brands are the ‘X’ factor – they’re what makes your company stand out from the others.
My usual bleary eyed, early morning scan of the BBC news website, led me to two articles on well known British brands (RBS and Anne Summers), and how those brands have adapted to meet the needs of their customers. The RBS said:
“Our brands are our interface with our customers and through them we will be able to connect (with customers) and rebuild pride.”
McQueenie Mulholland have recently been working on one of Devon’s and Exeter’s longest standing brands – the CVS (Council for Voluntary Service). Working to connect charities and businesses with the volunteers, staff or training that help them operate, the CVS has been in Exeter for about 70 years.
We’ve recently been tasked with starting this branch of the organisation off on the road to re-branding. We’re asking staff all about the organisation that they work for, how they describe it to others and what it really means to them and to the thousands of people that the organisation helps each year. After all, only by them all truly understanding what makes their organisation unique, can they build a brand that can adapt to new challenges and responsibilities.
This change is not something that will happen overnight. But it will become something that takes this valuable organisation into 2016 with the confidence that their staff, stakeholders, volunteers, partner organisations, customers and the general public understand, and can use, with confidence.
And we can’t wait to get started!