Description
In today's day and age, businesses can no longer survive solely on conventional marketing strategies. Where once it sufficed to attract consumers through offline marketing events and advertisements, now we need both a strong and memorable presence online and offline in order to maximise our reach and impact.We have to create a brand that not only lives up to its name, but that is also relevant through the changing tides of time and always within reach to communicate, educate and engage its customers.
So then, how do we even begin to build our brand?
In this book, the second book in the Small Fish series, Business Coach and author, Leow Leik Hong collaborates with Publisher and Author Benson Wong, to offer you a creative insight into developing a memorable and impactful brand experience for your customers. Quoting several real-life examples of distinguished Malaysian companies who have successfully made it to the pinnacle of Brand Experience, read on to see how you can achieve the same, if not more, with your brand.
What comes to mind first when we speak of Branding? Most people will think of designing an impressive-looking logo, developing the most creative tagline or even spending millions of Ringgit on advertising. The easiest way to play safe would be to go straight to an external Design Firm or Advertising Agency to get it all sorted out. Of course, this is especially true and relevant ' back in 1985. 30 years ago, that would be the right thing, and perhaps even, the only thing to do.
Fast forward to the present - in 2016, however, Branding is much, much more than merely investing a lump sum of your finances into advertisements and hoping to see your business propel to profitable stardom.
We have now entered a new era of 'Brand Experience'.
In this rapidly changing and technologically driven world that we live in today, almost anything and everything is shared and updated on a daily and hourly basis, every minute and every second. Conversations are taking place anytime and anywhere, while exchanges of ideas and sharing of images, experiences and information are happening simultaneously around the world. Every one of these conversations, every experience we have been through and every story we share with one another creates an experience that is enjoyed by those around us. And all these experiences accumulate to become, eventually, our Brand.
Brand Experience is not only about what is created outside of your company, but also those characteristics or personality, as you may have it, which are born from within.
Your brand is about:
'ยข The stories told by your customers to those around them;
'ยข The values you have created through advertising and marketing;
'ยข The happy memories you left your customers;
'ยข The unforgettable events you have organised;
'ยข Offering solutions that fix existing problems;
'ยข Reconnecting communities and joining the dots of society;
In 2016, your brand is no longer about what your advertisement says; it is about what others say about your brand.
People may forget quickly about what your advertisements say; but they will always remember how you made them feel.
In a nutshell,
Brand = (Purpose People Culture) ISBN:9789675945489
