They famously sparked the usual rebranding debate in 2010 when Waterstones changed their logo from the traditional serif W to a rounded sans serif. It was linked to a campaign ‘feel every word’ – and the typography that ensued always struck me as uncomfortably familiar to Unilever, rebranded by Wolff Olins.
Early this year they have undergone a backward revolution, I suppose, by abandoning the sans serif FS Alberta Pro back to Baskerville and by dropping the apostrophe. Perhaps it got a bit crowded in the logo marketplace when even Tesco adopted that visual type style.
It’s an interesting decision by the brand owners, and a somewhat brave step to go ‘back to the roots’.
They did however still keep that very Unilever style, now on the new old type.
With all this happening, one can excuse the shop owner of the bookstore chain for struggling to keep up with the latest brand guidelines! This Birmingham outlet seems to believe that if in doubt, stick them all on the shop front – something for everyone…
Perhaps the brand guidelines never made it up to Birmingham, or perhaps there is a hidden message here – but it makes me smile in disbelief that such an established brand can allow a clash of identities…
You are working hard on your products and services, management, quality, workflow, customer relations etc. Inevitably, this will build your brand’s reputation, but it will take time and news spreads slowly unless you use the technology at hand.
Here are just a few sites and thoughts about how you can use them to increase your brand reputation:
Why should you have to? There was a time when the marketing department had the power to tell a brand’s story – and they alone had the majority of influence over what was communicated to the public via different media (advertising, print and DM etc.)
It all changed with the rise of social media and the readily available gadgets that support it (iPhones and other smartphones, free wi-fi in cafes and shops, tablets and laptops to name but a few.) Suddenly, ‘Word by mouth has become word my mouse’ (or touchscreen) as Lula Jones said so nicely. The new order is transparent. People can review, comment, share, debate, celebrate and ditch brands all from the palm of their hand.
So looking after a brand’s reputation is not just vital from the point of trying to increase its value but also to protect it from false statements or accusations of poor performance that can damage your brand.
Useful sites to start your reputation building LinkedIn This professional networking site has a few bits of technology that let you shine… Firstly, you can set up a company profile and even add products or services in a portfolio. You have plenty of space to let people know about what your brand stands for.
Then there is your own personal profile, detailing your education and employment past and connecting you to other professionals you’ve crossed paths with. It is an online CV that supports your business brand as a professional, trustworthy organisation.
Better still, you can get recommendations from those you have worked for or with in the past.
This is a powerful tool as it is as close to the truth as you would imagine – a bit like product reviews for people.
Ecademy Another online networking portal, a bit like BNI, but very web driven with different membership options and networking tools such as virtual boardrooms. It is encouraged to network offline, locally and online in combination with ‘giving back’ to the community via blogs and articles. Again, pretty good for marking out your territory in the SME business world.
It is, unlike LinkedIn, fee-based if you want to benefit from the more useful tools, so it does require some commitment to actually use it on a regular basis.
Obviously there are hundreds of other online networking platforms out there, such as XING, UK Business Labs, UK Business Forums or the American FastPitch – but with all of them it helps to have a strategy to push your brand as otherwise it can be a big time investment for not much in return. Twitter, Facebook and Co. Twitter is a great broadcasting tool for quick updates, links you want to share and be associated with, and it has become very much part of the social media landscape and can be used for brand building. I personally find twitter easier to use for business than Facebook, which still has a far more social side to it, but some will disagree and swear by Facebook. It will very much depend on who you are trying to talk to and what your business is into. And then there are of course whole armies of social bookmarking sites, from delicious, Digg it, stumble upon and Technorati to sites like YouTube and MySpace.
Your social media strategy will reveal how to best utilise any of these platforms and sites so it is not just all a big time investment, but a vital part of your overall brand strategy.
Brand Image/Brand Identity With all the chatter about online reputation building and networking, one thing that can easily be forgotten but should not be missed remains the actual brand image, derived from and supported by your brand strategy, mission, vision and brand values. They may seem idle terms, but if you try to note them down, it will make you realise how important they are – and if they are in fact communicated in your brand image/brand identity.
Is your message consistent throughout different brand touchpoints?
Is your message clear?
What is the ‘big idea’ that communicates your brand?
Is your marketing plan and design material in tune with the brand’s vision and values?
Is your brand understood internally and externally in the same manner?
Are you and your staff proud of your brand?
It may be a bit bamboozeling to take all these aspects in, but it’s by no means an ‘Emperor’s new clothes’ scenario. The public today is media savvy and they will pick up on the details – especially of anything to do with your brand identity. Remember the scandal a few months ago with the new The Gap logo and now the mixed reviews and opinions surrounding the Starbucks brand development?
Image is not everything, but a picture speaks a thousand words and how your brand is visually presenting itself plays a major part in how your brand’s reputation is perceived. What else? Brand building is of course not just about reputation. It is about trust, loyalty, professionalism and of course the fulfillment of the brand promise. Your reputation will only ever be as good as the products or services are that you provide. So that’s where it’s over to you as the expert!
I am not sure that you really should have to, but once you have completed your part in the branding process, there inevitably comes the point when the new brand spills into an organisation and gets absorbed by their own marketing department – for better or worse. Guidelines, you say, yes, guidelines are there for exactly that reason, but, as I found out last week, no guidelines can prepare you for the pure shock and horror induced by the ‘creative’ approach from the budget saving ‘small man down the road’.
I’ve been lucky in the sense that our client discovered what was happening in one of his departments when they outsourced some new promotional item to be designed by a cheap local design firm. Every rule laid out in the brand identity guidelines had been not just stretched or slightly twisted but torn apart and broken in an unfixable manner. How whoever designed this (neglecting all the blatant inconsistencies in grammar and type) could look at their draft 1 and find it a good match to the client’s brief I do not know – but I really am appreciating that we had the chance to take this over and start from scratch.
Branding doesn’t just happen, well, it does, in a sense, but not necessarily how you want it to. It’s a slow, delicate process and it needs time, resources and money to re-brand an entire organisation that goes beyond the initial consultancy and creative process.
We never shut the door but think that an ongoing brand management relations ship is of most value to the client, but of course budget restraints cause situations out of our control. I am not sure yet what the solutions are – we can’t lower our rates paying for highly professional and creative talent to compete with those who don’t even deserve the title artworkers – so once again it seems to come down to educating the clients to realise a false economy.
On this occasion, our client had the insight and understanding of the importance of a consistent design approach even if only for the first of each publication to set a standard to be followed, but I despair at some others who ‘diy’ with our identity designs and do more harm than good. You have to just hope their brand is resilient to the apparent drop in quality of their communications material. A very similar problem happens when a client does the internal communications themselves but outsources the externals. The discrepancy is drastic and often you wonder how bad a customer must feel when they have been called in with great looking designs to receive forms and information on site that looks more like they just started their business with a comic sans flyer template and have no idea what they are doing.
There is the argument that ultimately it is the product and service that sells and not the presentation but if we think of brands as people, we are all very much relying on our judgement of the first impression a person gives us and we continue to observe if what they preach is what they do – only then do we start to trust someone.
Anyway, I could go on… but have to actually go back to the design of above mentioned piece… so I will let go – for now.
We looked after our neighbours’ kids’ sunflowers whilst they were on holiday – and as before we managed to actually keep them alive during the absence of their prime carers. They had intact, if perhaps slightly tainted by worry, plants back in their house and so it continues.
It made me think that brand management is perhaps a bit like handing over the carefully nourished sunflower pots when you personally can’t always be around to tend to the needs of the brand. We managed to guess the requirements of a healthy sunflower, but for brands that is most certainly a more complex issue.
It is also one little step to ensuring the success of the continuous nurturing are the brand guidelines. You’ve just been through the process of analysing your brand, establishing the mission, vision, values and associated strategy and have completed a branding design project; out came a new visual identity supported by your organisational brand implementation and methods of internal brand communication. Then there comes the point when you have to delegate the use of the brand, the further shaping of the brand, and brand guidelines simply help to manifest the core of those values and ensure the visual, the language, the brand experience does not get individually (mis)interpreted by stakeholders dealing with it.
I quite like the analogy of a watering guide for your brand. And hopefully, with decent guidelines, you have every chance of returning to visit and finding a blooming brand instead of the results of something that was ‘tinkered with’ with the best intentions but with ill effects. Just a thought…