Sloan’s Organisation Study, written in 1919, became the blueprint for General Motors’ reorganisation. Sloan organised GM according to his principle of decentralised operations with coordinated control’. A revolutionary concept at the time, it became the standard organisational model for large enterprise worldwide.
This essentially lead to the birth of a new business strategy called ‘brand management’ and the age of product and brand differentiation was born.
Developing a strong brand means that your business will not have to compete on price alone. It can change how people perceive your brand, drive new business and increase brand awareness.
Brand management communicates your core values at all times. Fundamental elements such as logo, colours, typefaces, and graphics are controlled and remain consistent, brand-compliant, instantly recognisable and differentiate your business from its competitors.
A good brand will:
– Clearly deliver a message
– Confirm the brand’s credibility in the marketplace
– Emotionally connect target prospects with a product or service
– Motivate the buyer to make a purchase
– Create user loyalty
Key steps to brand consistency:
– To implement brand management documentation or guidelines.
– To ensure this documentation is available to every internal and external user.
– To educate how to use the guidelines and express them.
As branding experts, VI know the advantages are huge. Research has shown that businesses with well-managed, consistent brands are worth up to 20 percent more than those that are not.
Interacting with products provides experiences and we buy a product with that experience in mind. Therefore, it’s important that the company creating and marketing them know the experience they want you to have when you make a purchase.
