In this
section we will explore what branding entails in
different market sectors. Ranging from start-ups to public sector, service companies and business to business sector.
·
Start-up businesses
If
you’re launching a new business, you’re in a unique position to operate as what
is often called a ‘challenger brand’. This means that you can take a look at a
market sector from the outside, assess all the players, opportunities or gaps
in the market and then launch your product with a brand that challenges and
shakes up the conventions of the sector. It’s hard to do this once you’re
established as there’s more to lose, so think carefully about how brave and
‘rule’-breaking’ your product or service can be if you’re about to launch to
market.
Another
benefit you may have as a start-up is that the business is likely to be small
and therefore responsive and adaptable, with no existing processes that have to
be changed to create a new brand.
Printivo:
start-up brand
Printivo was launched into the Nigerian printing industry as a premium online printshop
whose core value is embedded in its customer relations service. Its name and
graphic showcases what more than print branding should look like as it delivers
express requests all through Nigeria.
The
organisation began with four items but has now included seven more.
·
Public sector
Although
all branding is about communicating a clear offer to your customers or users,
branding in the public sector is not necessarily as concerned with maximum
market stand-out, as it typically is in the commercial/private sector. For
public sector organisations, such as the police force and health services, the
focus may be on clarity and access to important information. So branding and
design may focus on signposting this information or communicating issues
clearly in order to change people’s behaviour – a Ministry of Health quit
smoking campaign, for example.
Clarity
can sometimes fall foul of the complex nature of public sector services, which
are often run by a network of stakeholder organisations or partners. In
branding terms, putting the logos of all such partners on ‘customer’-facing
communications can lead to visual clutter, a lack of clarity and confusion.
It’s important, therefore, to be clear when a brand or branded campaign is
needed and to ensure that its identity is distinct and clear for users.
GOV.UK:
public sector
In 2012
GOV.UK moved out of Beta mode to replace the two main government digital
brands Directgov and Business Link. The launch of the site was the culmination
of a huge review process conducted by a newly formed Government Digital
Service. Prior to its release the government’s digital presence had been spread
across multiple confusing sites and internal and security needs took priority
over user needs. By creating one brand to deliver governmental information
online the confusion was lessened. The site itself was developed based on the
user needs of the huge range of people that would need to use the site. The
brand itself developed directly out of that. Simple, clear and fast to use, a
focus on openness and transparency defines the aesthetic and crucially, the
tone of voice.
·
Service companies
Whilst
most companies and organisations are providing a service of one type or
another, for some businesses, customer service is the dominant part of the
offer. For these companies particular attention needs to be paid to how the
brand (the big idea and all its components) are reflected in the way the
service is provided and the way staff interact with customers.
In
essence, service brands are built on the people who deliver them. This means
that staff needed to be trained to get an understanding of the company’s
culture, its 'promise' to customers and how they will be put into practice
on a day to day basis. In this scenario, the human resources department is
closely linked to brand management.
Guaranty
Trust Bank: service
GT Bank
was the first Nigerian bank to introduce a 24-hour internet banking service to
the industry and its level of service was a key message in promoting the bank
to potential customers. To ensure the delivery of high quality service, GT Bank
recruits young individuals with brilliant customer service skills rather than
those who are already in the banking industry. This ensures that the company’s
service delivery matches its brand ‘promise’.
·
Business to Business
A lot
of the brands discussed in this guide are consumer-facing brands, but many
businesses market their products and services directly to other businesses, not
the public. But the principles of effective branding apply in just the same way
in this sector as elsewhere. As in consumer products, this sector needs to use
branding to differentiate, stand-out and create a distinct personality, even if
that personality is more corporate and business-like in its tone.
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