August 26th, 2013
Winning corporate reputation strategies from The Brand Surgery, branding and marketing agency in Sussex
Five facts about corporate identity and corporate reputation
FACT 1: Managing your corporate reputation increases your competitive advantage because if your business is pitching for a project and your fees are the same or close to your competitor, the business with the best reputation will win.
FACT 2: Competitors cannot copy or steal your business reputation.
FACT 3: It has been proven that companies with tip-top corporate reputation have a healthier bottom line.
FACT 4: Businesses with a healthy corporate reputation recover from crisis more quickly than businesses without.
FACT 5: Good corporate reputation means that you will be able to increase your pricing as your goods will be perceived to offer higher value.
So how do you ensure that your business grows and maintains a healthy corporate reputation?
First of all you need to ensure that there are no gaps between your perception of your business (corporate identity), and your public’s perception (corporate image) of your business. Davies et al, 2003 says “a distinction is made between ‘identity’ (as the internal stakeholder view of the company) and ‘image’ (as the external stakeholder view of the company)”.
The first thing to understand is that corporate identity includes a lot more than logo design, letterheads, brochures and website design! Corporate identity is actually a combination of symbolism (logos/visual), communication and behaviour.
Symbolism includes the attributes that make up the visual identity of your business, eg, logo, colours, tagline, signage, location, website, reception area, history, uniform, livery, music (if you advertise on radio) etc. It is important to keep this element consistent; as a business grows, quite often the symbolism evolves and after a few years your business could be sending out mixed signals. It is important to revisit this area annually and commission a good branding agency to help you to audit your business messages and achieve your desired market position.
All businesses should have communication plan as well as a marketing plan. A communication plan sets out your strategy for corporate reputation and includes your corporate communication mix. It will prioritise your stakeholders and how your business expresses itself to engage key stakeholders, eg investors or local government if your business is looking for planning permission. A communications plan will also include a risk assessment to mitigate reputational damage to your reputation.
If you make promises within your marketing messages, these need to be delivered to create and sustain trust. For example, if you portray your business as a friendly, family run business – you need to make sure that the person who answers your telephone is friendly and approachable. If you are reading this and you are the owner of a family run business, you may find this article interesting: family business information.
Vicky Vaughan (MD, The Brand Surgery) is a Chartered Marketer and is qualified to help your business with corporate reputation including corporate identity and corporate communications plans. Call her for a confidential, no obligation chat today on 01903 824229. The Brand Surgery is based in Worthing, West Sussex and has been established for ten years.
Contact The Brand Surgery, branding and marketing agency in Worthing, Sussex to discover how you can measure and improve your business corporate reputation.
Posted in Marketing Agency, Staff, Sustainability, branding, brochure design, chartered marketer, copywriting, logo design, marketing, rebrands, strategic marketing, website design, websites | Comments (0)
April 18th, 2012
- Nick Clapp, up a mountain in Switzerland.
Meet Nick. Our newest web developer. Nick joined our branding agency a few weeks ago. Nick lives in Worthing, and when he is not working, he loves Hiking, Photography and developing iPhone Apps.
Naturally, we grilled Nick to find out his loves and hates, and here are his replies:
VV: So Nick, when you’re not working on websites or up a mountain, what do you like to do?
NC: I am a member of the National Trust and love visiting their historic properties.
VV: What kind of music do you like?
NC: I listen to lots of lounge, ambient and electronic music; basically anything that I can have in the background while coding.
VV: So what is your food?
NC: Authentic baked NY Cheesecake, om, nom nom nom!
VV: So what was your degree all about?
NC: I graduated from Portsmouth University with a degree in Computer network management and design. Whilst there I studied a wide range of subjects including networking, web development, programming etc.
VV: So what will you bring to our customers?
NC: Fresh ideas and my expertise in web development, iPhone and Moodle. My work will compliment your award-winning branding agency.
VV: Sounds Great!
VV: Tell us, what exactly is a Moodle?
NC: Moodle is an open source e-learning platform that enables educational organisations, companies etc create online e-learning courses.
VV: What is your favourite website?
NC: I recently joined 500px, a portfolio site for Photographers, the site’s usability and design is one of my favourites.
VV: Any last words?
NC: All the website development projects I work on are naturally W3C standard compliant, paying special attention to semantic mark-up to ensure our customers websites make more sales.
VV: Welcome to our team Nick!
Remember, you only get one chance to make a first impression. The Brand Surgery’s speciality is branding websites combined with good functionality. So if your website is letting you down, don’t fear. Call us on 01903 824229 to have a no-obligation chat about your website. The Brand Surgery, branding agency in West Sussex serves Brighton, Portslade, Shoreham, Worthing, Littlehampton, Arundel, Chichester, Portsmouth, Horsham, Crawley and the Gatwick Diamond area.
Posted in App Store, Bespoke website design, CMS website design, Social media, Staff, Twitter, blogging, mobile apps, website design, website development | Comments (0)
March 28th, 2011
So we’ve spent the last few weeks talking through what The Brand Surgery – the award winning branding agency – has been getting up to during work hours, with various website, logo and magazine design work going on. However, this week we thought we’d take a look at what the dedicated staff of The Brand Surgery are getting up to outside of the working hours.
Richy Moss, The Brand Surgery’s Web Developer has been on a few trips recently, both as part of his dedicated support of the English National Football Team. Richy has visited Copenhagen and Cardiff in the past six weeks and has been pleasantly surprised by the reception the England fans have received:
“Both in Copenhagen and Cardiff, our fans were very well received. Both city’s used the games as an opportunity for some positive PR and tried to sell themselves to the English in the hope of attracting them back for future trips. Cardiff’s marketing and advertising was particularly clever as they set up a ‘Fan Area’ for the English fans with large screens and various activities, but they didn’t miss an opportunity to advertise Cardiff’s attractions and city centre with posters visible everywhere and TV adverts regularly displayed.”
Up, Down, Left, Right - Vicky in NYC
This takes us smoothly into Vicky Vaughan’s (Managing Director of The Brand Surgery) recent efforts behind the scenes as she has been working extremely hard on her CIM Professional Diploma in Marketing. The course, which she started in January, will provide her with a degree level qualification by the end of the year. Not bad going hey! Modules on her course include Managing Marketing, Marketing Planning Process, Project Management in Marketing and Developing Customer Value.
Vicky needed a case study for her course and she has chosen Worthing Town Centre Initiative, who’s marketing is absolutely brilliant, having put Worthing well and truly on the map in recent years by holding events like Worthing Birdman and the ice rink. Vicky has been set the task of introducing a new performance measurement standard (PMS) for Worthing Town Centre Initiative and has been researching all the available options including Six Sigma, Lean Six Sigma, ISO 19001, ISO 14001 and Balanced Scorecard. Vicky is now working out the team changes required before preparing a budget and a cost/benefit analysis. All sounds very complicated, but The Brand Surgery is very proud of Vicky for undertaking such a commitment and heavy workload in her free time.
Vicky has also just returned from a trip over to The Big Apple. Having worked tirelessly designing and publishing the Stagecoach magazines Coastliners and Buzz, the Stagecoach team asked Vicky along to visit NYC with them, a fantastic opportunity and Vicky loved every second.
Richy has also been busy playing football for his local sides Worthing United and Northmore F.C, the former are chasing promotion and a possible league title in Sussex County Division 2 and the latter of whom have recently made it to a cup final and are in the running for the league in the Worthing and Horsham District Division 4. Richy has had his most successful season in terms of goals scored by scoring 24 goals for Northmore in just 21 games.
Richy Moss - Website Developer
“It’s been brilliant being part of two successful teams this season but it’s all down to hard work and teamwork. I have used my position within Northmore to gain me experience for The Brand Surgery as well by writing match reports every week and submitting them to The Worthing Herald, who publish the report every week. The Brand Surgery offers blog writing and copy writing services and well as PR so this is valuable experience and development of skills which I use now on a day to day basis.”
Of course, just because The Brand Surgery team is busy after hours, doesn’t mean we are any less focussed on getting you the right brand, logo, website, marketing, etc for your business. In fact, most of what we are up to has a direct positive influence on the work we undertake as we are constantly striving to develop and improve our award winning services. So if you would like any more information on our services give Vicky a call on 01903 824229 or drop us an email at firstname.lastname@example.org.
Posted in CIM Professional Diploma in Marketing, PR, Staff, The Brand Surgery, branding | Comments (0)