In this session, we delved into the world of branding. Where do you start? What does your brand stand for? And who should be in charge of it? Here’s what we learned…
Brand ownership was a key discussion point. Everyone fancies themselves as a marketeer, from the CEO downwards, but you need to ensure your brand isn’t a vanity project. Be honest about what you stand for, and ensure the brand represents that. Speak to your customers, get an independent viewpoint and – most importantly – be prepared to listen to them.
A brand is far more than your logo and fonts. It needs to answer a simple question – why should the customer choose us? Don’t be tempted just to put a fresh coat of paint onto a product or business that doesn’t have a clear positioning.
The thorny question of how to control the execution of a brand also came up. How do you stop people across the business from doing their own thing? You might want to produce templates for everything – but this can be time consuming. Or you might empower people to do their own thing, but have regular 6-month check-ins to keep everything on track.
And a final tip – the simpler you keep your brand creative, the more likely it is to be properly implemented. So don’t make life complicated with multiple fonts and dozens of iterations of your logo!
Dean Harvey is one of the biggest names in travel. Currently responsible for leading travel and hospitality brands at Jacobs Media Group, and previously Marketing Director at Kuoni, Dean knows more than most about delivering exceptional brand experiences.
We had a great session – if you missed it, follow our LinkedIn to stay up to date with more content and new sessions here: Marketing for Breakfast LinkedIn
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