BRAND MANAGEMENT

"A product is something that is made in a factory; a brand is something that is bought by a customer. A product can be copied by a competitor; a brand is unique. A product can be quickly outdated; a successful brand is timeless."
- Stephen King, WPP Group, UK

A brand is demonstrably the most important and sustainable asset any organisation can build.  Brands however are not built overnight - nor are they the sole property of big corporations.  Building brands takes courage, investment, intelligence, differentiation, foresight, openness and a great deal of consistency at every level.

LOCKE pty ltd knows that to build an enduring brand in today's market a company must:

  • Maintain focus on the end purchaser;
  • Understand and strive for 'complete design' at every level;
  • Build compelling products and services that are the embodiment of your brand;
  • Be committed to the stakeholders (not just shareholders or consumers) that touch your brand from factory to furnace;
  • Be consistent at every level;
  • Learn to tell your story succinctly (anonymity is good for spies not leaders). As a general rule if you can't explain why you are different in 25 words or less, you're not;
  • Create brand communications distinctive enough to cut through the competing cacophony and message mash;
  • Learn to embrace new communication technology and utilise the empowerment it has provided the customer;
  • Unite your  sales and marketing teams so they share metrics and rewards without being in each others pockets -keeping each other on the ball, in a positive, productive manner;
  • Be aware of the impacts, benefits, and costs of your tactical and strategic plans - and the difference between them;
  • Ensure the strategic plans are truly integrated;
  • Think beyond the next sale;
  • Be dedicated to the whole journey; and
  • Concentrate yourself, your business and your customers on your brand more than the competitors' prices.

LOCKE pty ltd knows how to achieve these outcomes and significantly grow the bottom line.  LOCKE pty ltd seeks to do so with every business it partners.

For more information contact: brand@locke.com.au