A strong brand is not a luxury to be enjoyed only by companies like Nike or Coca-Cola. It is a key factor in the success and prosperity of every business regardless of their size.

Your brand health is guaranteed to have a significant impact on the consumer awareness of your brand AND your bottom line. It directly affects your ability to attract and retain the right customers and clients, to hire the best employees, and to grow.

A healthy brand is the hallmark of a best practice company or not-for-profit.

Effective branding can also help your organisation build trust, gain a higher profile and encourage people to support you.

Unfortunately it is also the most common thing most SME businesses either don’t understand or neglect.

What are the benchmarks of best practice branding?

BEST PRACTICE BENCHMARK: We can easily summarise our brand purpose and what our brand stands for in a couple of sentences and it underpins and guides every business decision we make.  #branding #culture

BEST PRACTICE BENCHMARK: Our core business values are clearly and consistently articulated and demonstrated in all our communications, both internal and external,  and in the language and behaviour of employees.  #branding #culture

BEST PRACTICE BENCHMARK: We have a clearly defined differentiated market position that sets our business apart from our competitors and this is clearly reflected in all our branding and communication material. #branding #marketing

BEST PRACTICE BENCHMARK: We have clearly defined our target market and buyer persona which provides a roadmap for all of our innovation, branding, marketing and customer relationship activities. #branding #marketing #customer-relationships

BEST PRACTICE BENCHMARK: We have developed a brand promise that we live day in and day out. It guides product and service development and is fully embraced by the entire team..  #branding #marketing 

BEST PRACTICE BENCHMARK: We have a clearly defined, recognisable brand identity across all relevant media which resonates strongly with our ideal clients. It is reviewed annually and all new marketing & communication material is congruent and consistent. #branding #marketing

Best Practice Branding Resource Library

Each item in the best practice branding library has been included to help you achieve best practice on one or more of the benchmarks of best practice branding.

How to Build an Industry-leading Brand

No matter what market you do business in, for your brand to succeed you must achieve differentiation. It’s the starting point to every great brand. After all, if your product or service is not different, what are you? You can only be similar, and consumers...

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Why are some brands just so damn successful?

So many businesses think they have to hire branding consultants and spend oodles of money to grow their brand. That can work, sometimes. But more often than not, the positioning and branding statements they paid so dearly for just don’t feel right after a...

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Use the free Business Best Practice Benchmarking Toolkit to find the strengths and weaknesses in your business practices, identify the key gaps that are holding your business back and develop your own business improvement plan

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