When someone says the word ‘brand’ what springs to mind? For many this word will immediately conjure images of certain soft drinks, maybe a sports brand or two or possibly a particular fruit based technology company. It is a common misconception that the word ‘brand;’ only applies to huge companies who’s logos are recognisable around the world, this is not the case.

Your ‘brand’ is the way that you would like to be perceived by others, the messages that you want to communicate to others and the values that your organisation represent. An effective brand will clearly communicate these values and messages through a number of different channels and gives you control over public perception of your organisation. An ineffective brand, on the other hand, will inadvertently communicate messages that you have no control over.

So what messages do you want to communicate about your organisation? Are you:

• Forward thinking and dynamic with innovative employees.
• Caring and friendly with employees who understand the needs of their customers and want to help.
• Slick, tech-savvy and up-to-date with all technological advances and able to provide services to match.
• Clumsy, out-of-touch and completely incapable.

It is within your power to communicate any of these messages with proper thought, it would be especially easy to communicate the last one but I’ll go out on a limb and guess that that’s not the image you’d like to go for?

In the articles that will follow I will discuss the tools that you have at your disposal and the ways in which you can utiliise them to communicate your desired message. This includes ensuring that all your staff are communicating a consistent message and providing a consistent level of service whenever they interact with customers, ensuring that your website is a true representation of the way you would like your organisation to be perceived and that your social media activity represents your voice.

If all tools are utilised properly then you will have complete control over the image that you are projecting to your customers, candidates and competitors alike.

The next instalment of this blog will discuss the people in your organsiation and the way they represent you. It will be published on Monday, 3rd November 2014.