A new and more sophisticated approach to strategic marketing, Brand Signature is being adopted by some of the worlds biggest brands. It allows them to connect with their target audience and build long=lasting positive impressions.
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.
To understand the concept of 'Brand Signature', you must first understand the term 'Touch Points' .
Touchpoints are the points of contact or connection 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 noticeable doesn’t make them less important, that’s because each one communicates something about a business/brand.
Lights, Camera .... Action
Just like the saying above, Brand Signature is achieved through the combination of different elements.
A logo is how most people identify and remember brands and it's usually the first thing that comes to mind when asked if we can recall a brand. But the strongest brands are those that use attributes other than just a logo to distinguish themselves and be remembered. While some of these attributes are plain to see like corporate colours and jingles, others such as the type of font or advertising layout are more subtle. 'Brand Signature' is achieved by identifying and combining all of these attributes
Applying brand signature to every touch-point draws 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 most cases, our brand experiences are based on something we see. This explains why logo's are usually the first thing that come to mind. But recent studies have found that if the brand experience involves more than one sense then the results are dramatically increased. So adding sound, smell or texture can have a more powerful and longer lasting effect.
This way of thinking has already been adopted by some of the world’s most famous brands and it's easy to implement with your own. To do so, you need to conduct a brand audit to identify all your touch-points. This is easy enough as it involves collecting evidence of what customers experience at every touch point i.e. voice messages, tax invoices etc. However, engineering each one to leave the same, consistent and positive brand impression is another thing altogether and that's were experience and expertise is needed.
idResults is unrivalled when it comes to understanding and experience in this field. As well as in Australia, this expertise has been put to the test on an international scale and few sales and marketing consulting firms come close. idResults prides itself on finding solutions that won't break the bank and where possible using them to generate additional income.
Graham Henrickson has extensive international experience in brand strategies and innovative campaign marketing. More recently idResults has chosen to focus on the healthcare sector and provide web-based marketing for medical practice and websites for allied health professionals.