Here’s the thing. The quality of service was still inconsistent. The products were mediocre in their make-up and lacked differentiation – they leveraged off the brand. But the brand was trading on its legacy and its legacy was fading. So for every pound spent on this campaign, I’d guess that at least half was wasted.
The thing is, a TV campaign does not ‘make’ a brand these days. Perhaps it was once true that your brand was, essentially, your advertising.
The world is more complex now.
Your brand is every single decision you make, each and every interaction someone has with your organisation. You can create all of the beautiful stories and dazzling creative and compelling ‘calls-to-action’ that you like. But if your contact centre, or your branch design, or your product formula or your pricing model tells a different story, you’ve just created a very expensive white elephant.
To create real efficiency and powerful branding, you need to start on the inside. What are the truths of this organisation, our people, our products and our culture? What are the things that truly set us apart?
You then need to stack these up against your customers and prospects. What matters to them? What are their problems, frustrations, aspirations and needs? Then, you need to look at your competitors. How do they behave? Where are you like them? Where are you different? Where can you carve out a space for yourself, or where have you already carved that space? Much of this would form the foundation for an advertising brief of course. And rightly so. But what happens next is the important bit.
Once you’ve created or articulated your bundle of ‘uniqueness’, that brand promise that makes you uniquely valuable and interesting, you need to audit every last drop of interaction that a consumer has with your brand. You need to rigorously scrutinise yourself against that promise and map where you’re falling short. If you still want to spend millions on a TV campaign at that point, go ahead. But as long as there are breakpoints in your brand landscape, the chances are, you’re losing sales down the gaps.
At VS Strategy Solutions, we specialise in taking organisations on that journey - of brand discovery, of internal alignment and of relentless execution of consistent brand delivery for complete cohesion and alignment. Contact us today and let us help you unlock the power in your brand.