A large part of the goodwill of business sits directly in the quality of the brand. Maybe a polish is in order.
A good friend of mine is a brand expert. She has spent many years perfecting an understanding of the development of brands, brand awareness and the implementation of brand development and the importance of brand protection.
Whilst there is considerable science in all of the above, it is often only when in absolute real life we see a significant change in the value of a brand that we realise the importance of the status of our own brand. Once we begin looking for brand change it can be found all around us. Here are a few recent observations (mine, not my brand expert’s):
- The brand of the Office of Prime Minister of Australia has been degraded by the Rudd, Gillard, Rudd, Abbott succession. The brand has been partially restored by the quieter, forceful, confident communication of Turnbull.
- Rogue 7-Eleven franchisees, by underpaying students, have trashed the brand of the master business. Directors of the Master franchisor’s personal brand have been destroyed along the way.
- The SA Government brand as it applies to credibility and transparency has collapsed, as more and more investigation into land dealing highlight inadequacies in process.
- David Jones appear to be prepared to risk their brand’s ‘Impact of Association’ with the appointment of Adam Goodes.
- Our wonderful SA family company Haighs, continues to reinforce its quality long-living brand as it celebrates its 100th birthday.
What does your brand look like? Quality? Improvable? At Risk?
A large part of the goodwill of a business sits directly in the quality of the brand. Maybe a polish is in order.