For a lot of businesses what their brand is and what it means, is largely misunderstood. Many people think a brand is a logo, some colours and a set of fonts – oh and a powerpoint template! Something the "arts and crafts" department (read: Marketing department) spends time (read: Money) on, and it has little bearing on the real business of getting customers.
However a brand is much more than this - at its core is a customer experience. It is the sum of all the ways, people & places that a buyer and a customer touches as they interact with your organisation. Significantly more substantial than a few visual elements and colours - it is a human experience, with a real personality that resonates with people.
Brands that you remember and are loyal to, are those that you have made a real connection with and enjoy interacting with. For me, these brands include airlines like Virgin Atlantic and Air New Zealand - both make the journey as memorable as the destination. From quirky safety demonstration videos to fantastic airline lounge experiences – if you haven’t experienced Virgin’s Clubhouse at Heathrow put it on your bucket list!
Your brand impacts how much you sell because it is how you connect to your potential customers. It is one part rational, one part emotional and another part story. Stories are how we learn and connect to the world. Get this formula right and you can generate demand.
A focus on demand generation, beyond simple lead generation, requires a long-term perspective and investment in design-led marketing. Your brand blueprint, marketing automation technology and content marketing are examples of such investments.
The pay-off for these investments are a reduction in customer acquisition costs, better qualified & engaged leads and a faster sales cycle. Typically ROI (Return on Investment) of 1:10 can be achieved. When done right - every $1 invested generates $10 of revenue. Get your brand story right, and you can generate more sales.