Brand + Business x Christine Moody*
“It’s just a brochure”. “It’s just a website”. “It’s just a sign”.
I hear this over and over again when I conduct a brand audit across a range of organisations and a range of business sectors. It seems that “It’s just….” is the excuse for the production of second rate, off-brand, and non-conforming to style guides materials. I don’t ‘get’ it. Every little thing and every ‘touch point’—from a brochure to a website banner to the signage—an organisation produces is a reflection of their attention to detail and therefore their care for their customers.
Caring enough about their customers to ensure that it is easy to park and find the entrance to the business; caring enough to have websites that are easy to navigate; and caring enough that everything the organisation produces looks and feels the same to help the customers with the decision making process.
Every little thing successful brands do is a reflection of their care and commitment towards their customers. To them “It’s not just a brochure”!
So when I hear “It’s just a brochure…”, I know that I have to take my clients on a ‘field trip’. I take them to the Apple Store and show them how “it’s not just a shop” and “it’s not just a brochure”. I take them to Aesop to show them “It’s not just a bottle of moisturiser with a label stuck on” and “It’s not just a sales receipt”. I take them to Louis Vuitton and I show them “It’s not just a window display” and “It’s not just a staff uniform”.
Every little thing successful brands produces, is a reflection of their care and commitment towards their customers. To them “It’s not just a brochure”!
*Christine Moody is one of Australia’s leading brand strategists and the founder brand management consultancy, Brand Audits. With more than 30 years’ professional experience, Christine has helped a diverse client base of local and international brands, including Gold Coast City Council, Hilton Hotels, and Wrigleys USA, to develop, protect and achieve brand differentiation. Her particular interest is personal brand audits to assist executives realise their full potential.
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