Designing Brands

How strong a brand is in the minds of consumers

“Your brand is what other people say about you when you’re not in the room” – Jeff Bezos

How strong a brand is in the minds of consumers.

The strength of a brand in the minds of consumers will depend on many factors associated with the corporate image created on a daily basis.

The brand image is created day by day. Diverse and numerous elements influence the creation of a good corporate image. The two primary categories of branding would be:

  1. The corporate identity includes all visual and sensory parts of the brand. 
  2. The business attitude, transmits the sensations that are associated with the brand, Like philosophy, mission, vision, values, faithfulness, service, integrity, and innovation. Something that is a lot more abstract than the visual part, but no less important.
With this in mind, let’s consider the importance of persistence and consistency to the optimal functioning of a brand. 

Business owners are motivated and if successful, the brand will develop and succeed. They grow, and new components are introduced into the business. If the brand is well constructed, with strong values, and a defined brand culture, the company is likely to achieve even greater success. 

However, the problem arises when part of the company fails. An unsatisfied worker speaking inappropriately to clients, a misdirected sales strategy, a lack of quality or no after-sales service. When that happens the brand starts to erode. The company is in a downward spiral and could fail unless action is taken.

I had a recent negative experience at a well-known international institution. It would certainly require more than one failure to make this venture go into decline. But that’s a good example of an internal failure. 

This company had created a campaign for affiliated consumers, but the process was flawed. In reaction, the seller showed desperation and antipathy towards me. Finally what was created to thank the consumer became an attack on the consumer. 

Every small detail is what builds a brand in the customer’s mind. Anything matters. Every gesture, every word, every fragrance. And this is day-to-day work.

«It takes 20 years to build a reputation and 5 minutes to ruin it». Warren Buffedevelop