Creating a memorable brand

We recently spoke to Mark Artus, CEO of 1HQ, one of Europe’s largest branding companies to get his top 10 branding tips.
Mark has been the brains behind the advertising campaigns for the likes of Kraft, Nestle, Rowntree and Heinz, amongst many others and knows how to create memorable brands.

Your brand is more than a logo; it’s the embodiment of your business amongst its customers and the focal point around which their opinions form. Think of it as a living thing that needs constant nurturing to ensure healthy growth.
Be crystal clear who your consumer or customer is and what you do for them better than anyone else can. These two things make for the essential promise of your brand: understand it, and stick to it.
Identify the most effective way to communicate this promise. Advertising is one way but there are many others. If budgets are tight be focussed in your approach and creative in your thinking
Socrates said: “The way to gain a good reputation is to endeavour to be what you desire to appear”. These days, it’s never been more important to walk the walk, as well as talk the talk. Don’t just say what you do – do what you say.
Wherever possible take a distinctive stance in the market in which you operate – occupying the middle ground only leaves you open to attack from more angles.
Never stop expanding your knowledge of your customer – but don’t expect answers from them, only clues
Remember there will always be an emotional, sometimes irrational component in a customers’ relationship with your brand. It can’t always controlled it, but if understood it can be influenced
Change is inevitable if your brand is to going to stay contemporary and relevant, but don’t be tempted to abandon founding principles in favour of the latest trend
After the deepest recession of modern times, trust is in short supply. Brands with authenticity, responsibility and integrity will prosper.
With times still tough, and budgets still tight, focus is essential. Often we spend too much time coming up with answers, and not enough on ensuring we’ve got the right question. What’s the One Hard Question your brand is facing this year?

For more information take a look at Mark's website: www.1hq.co.uk

Creating a memorable brand

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