8 Steps to Building a Strong Brand With Matt Daley _ EU Business School
8 Steps to Building a Strong Brand With Matt Daley
Business Trends Guest Speakers SHARE Book Report Help EU Blog » Guest Speakers » 8 Steps to Building a Strong Brand With Matt Daley5.005A strong brand is the foundation of any successful business. If you think about the products or services you use on a daily basis, it’s likely a memorable, trustworthy and compelling brand logo will spring to mind.
It’s difficult to overstate the importance of brand strategy in a business context. That’s why we invited Matt Daley, brand consultant and founder of performance marketing agency Circulate Digital, to talk about how businesses of all shapes and sizes can build effective brands.
His agency, which has offices in both the UK and Spain, works with clients all around the globe and has gained an international reputation for driving significant return-on-investment.
With all that in mind, let’s take a look at what he had to say about putting together a successful brand strategy.
1. Brand Story Matt started off by making the point that, as a society, we’re now more divided and polarised than we have been at any other point in history. We live in a digital world that is defined by conflicting beliefs, opinions and preferences.
As a company grows, the infrastructure of its brand changes – challenges become more common, the brand narrative often shifts and evolves, and consumer perceptions grow more entrenched. That’s why it’s essential for every company to “know its roots” and ensure that the core story which underpins its brand remains consistent.
Your brand’s story is essentially the “why” at the heart of your company. Matt talked about how his vision for Circulate Media was to create an energetic global agency that had an exciting and innovative workplace culture. Once you are clear about your fundamental “why”, you can begin to flesh out the specific values and goals that will make up your broader brand identity.
2. Brand Values You need to be clear about your values from the get-go. Write them down and use them as a tool to inform every aspect of the company decision-making process. Brand values need to become part of your DNA, and your team should live and breathe them every day. Crucially, this means ingraining your values into your recruitment strategy.
Matt described the following core values of Circulate Media:
* Passion – Often passion trumps experience in the recruitment process. Matt said he believes it’s the real driver of performance.
* Relationships – As a relationship-based business, a high level of customer service is essential.
* Knowledge – The ability to share genuine insights (in a world of self-proclaimed experts) while adding value is a crucial component of providing an optimal customer experience.
* Failure – Matt has actively worked to build an environment at Circulate Media that harnesses failure rather than denigrates it.
* No Bullsh*t – The digital marketing space is filled with fluff and bad advice. Matt encourages a no-nonsense, transparent approach to clients and isn’t afraid to tell them when they’re wrong or when things aren’t going as well as expected.
* Value – Demonstrating a clear return-on-investment is a key component of Circulate Media’s ethos. When your values saturate every facet of your company, particularly in regards to your team, you will connect with the right clients and develop a relationship that improves every time you work together.
3. Visual Identity (Logo) Your visual identity should reflect your values and story. A memorable logo will form a lasting impression on your customers. And when you look at the logos of popular brands, whether McDonald’s, Apple, YouTube or any other well-known company, you instantly get a sense of their values.
Memorability is the key word here. The best logos have an associated icon to ensure people remember it. What’s more, an icon should be recognizable without any additional text. Nike, Reebok and Adidas are all good examples.
Notably, Matt pointed out that the number of customers a company has is irrelevant. Logo design is about forming a lasting impression with the right group of people, even if your market is relatively small.