Brand tip: Your brand gives you value in 3D

With a lot of businesses failing to recognise the value of their brand, even fewer exploit their brand to its full potential. Your brand delivers three dimensional value - make sure you get all of it!

In a previous Brand Tip I've discussed the value of your brand - and the role customer loyalty - but there can be more to it than that. The increase in revenue loyal customers bring is only one dimension. What about the different brand channels you can exploit to add value to your business? And how long can they deliver that benefit?

Channels
Your Intellectual Property is an asset that many businesses overlook. It's more than putting a ® symbol next to your logo. It's about monitoring your brand to make sure that no-one else is trying to cash-in on your hard work and investment in your brand by trying to look or sound like you. (And it does happen - one of our clients had a competitor who tried to use a very similar sounding name).

Time
Loyal customers bring a short-term benefit - they increase your turnover every time they buy from you. Monitoring your Intellectual Property helps to protect that revenue. But what about long-term benefits? What does the third dimension add to your brand? Well, if you manage your brand and the short-term benefits it brings, in the long-term you can reap the reward. It depends on your future plans, but if you plan to sell your business at some point, a brand is very valuable. A brand keeps the value of the business in the business, not in the owner.

So are you making the most of the three dimensional value your brand can deliver? If you'd like to know more, you could join us at our Brand to Deliver seminar, on Tuesday 22 September (next Tuesday). Email jonathan@alderandalder.co.uk or call 01392 248107 if you'd like to know more.

You can find more Brand Tips here.