Stewart Dunn talks branding

Having worked in media and advertising for decades, CG’s managing director knows a thing or two about branding. 

Here he tells us what it is, why it’s so important and gives his pearls of wisdom.

Your company brand is probably one of your greatest assets. However, many underestimate its true value.

Many companies get confused about exactly what branding is and when asked the direct question, many say ‘It is my logo’, ‘My corporate identity’, ‘It’s how I am recognised’. 

I always say that your brand is the promise of an experience; your customer promise. Your reputation stands on it. It is your business values; the way you communicate, from answering the phone to sending an email. 

Communicating your brand and what it stands for will help customers gain confidence that will set you apart from your competitors, giving you a lasting competitive edge. 

Stewart’s top pearls of wisdom

• Deliver your brand promises and customers will return.

• Good branding also attracts new customers through referrals.

• Effective branding will give or offer a personality that suits your targeted customer. 

• Exploiting your brand is where your name and logo come to the forefront. Good design, used correctly, will enable people to recognise you immediately and have a lasting impression. 

• Your brand marketing must, at every opportunity, emphasise your values across everything you do - which is why luxury goods manufacturers place full page ads in high-end glossy magazines and PR and marketing companies make sure that there are no spelling mistakes in any story. 

• Remember - branding is the promise of an experience.

Want to know more? Give Stewart a call on 023 8023 8001 or email [email protected]