This dynamic new approach to brand marketing is full of exciting opportunities and it's being adopted by some of the best known brands in the world.
What is Brand Signature?
When asked if we can recall a brand, we usually thing about a logo. That’s because a logo is the most common representation and the most common way of identifying and remembering brands. But the strongest brands are those that use attributes other than just a logo to distinguish themselves. These are the brands that are recognised and remembered by more than just a symbol. While some of these attributes are obvious like corporate colours, music or jingles or the style of advertising, others are more subtle such as font they use or even words or language.
It’s the combination of these attributes that we call 'brand signature' and just like your own signature that appears on documents, the 'signature of a brand' should be unique.
What are Touch-points?
A touch-point is a point of contact between a business and its customers. While some are easy to identify like a website, shopping bags and a Facebook Page, others are less so. Being less obvious doesn’t make them less important that’s because each one communicates something about a business/brand.
Applying suitable elements of your brand signature to every touch-point capitalises on a basic marketing principle – the more often we are exposed or experience something, the more likely we are to recognise and remember it in the future.
In most cases, the brand experience is governed by sight and something you see. But studies have found that if the brand experience involves more than just the one sense, then the results are dramatically increased. So adding sound, flavour, smell or texture can have a more powerful and longer lasting effect.
This exciting new approach has already been adopted by some of the world’s most famous brands and it can be implemented with your own.
Identifying every touch-point requires a brand audit. This involves collecting evidence of what customers experience at every touch point i.e. voice messages, tax invoices etc. This is easy enough. However, engineering each one to leave the same, consistent and positive brand impression is another thing altogether.
idResults is one of the few sales and marketing consulting firms with a sound understanding and extensive experience in this field; not just in Australia but on an international scale as well. Best of all, our solutions are more often the result of clever thinking and insight rather than a big investment. But even if you chose a solution that requires funding - like your own shampoo and conditioner for your salon; offering them for sale provides another income stream as well.
To find out more, contact idResults today!
The Singapore Airlines Brand Experience
The Singapore Airlines brand experience goes beyond the livery of its aircraft fleet and the iconic 'SIA Girl'. Among the many elements that make up the Singapore Airlines brand experience is an exclusive and specially created signature fragrance. It's worn by all cabin crew, sprayed on-board all aircraft and it's even infused into the hand towels. By doing so, Singapore Airlines hopes to create a sense of familiarity which has a calming influence on passengers. The scent leaves a lasting impression on the subconscious that is reawakened and reinforced each time you fly.
idResults redefined the brand signature for Panel One. This has been implemented across all touch-points with great results.