Branding
It’s said that only 15% of a brand is visual. The other 85% is hidden. Like an iceberg – you see the bit that’s exposed but don’t know what’s beneath the surface
Your brand is the culmination of a person’s total experience of your organisation, good or bad. According to a recent Mori survey amongst board directors of leading UK blue chip companies, “94% agree that the asset which offers the greatest protection during an economic downturn is a strong brand”. Perversely, “less than a third feels that their brand offers them a great deal of protection”!
It’s also said that it costs between 4 and 7 times more to gain a new client than it does to keep an existing one. So from a commercial point of view it’s pretty important that your whole organisation works together to build and sustain customer relationships…
Which puts you in a win-win situation: a good brand attracts new business – and then helps retain it.
