Brand to Deliver delivered! Part One

We gave the first of our Brand to Deliver seminars last night; Your brand and why it's valuable, in partnership with Foot Anstey solicitors and Bishop Fleming chartered accountants. It was a good event, with some interesting questions and discussion at the end.

Here's a brief summary of what you missed.
Loyalty
I was talking about the role of loyalty in delivering value, and how your brand creates loyalty in your customers. I began by explaining the four brand touchpoints - Product/Service; People; Communications; Working environment - and how they provide communication channels to your audience. Then I looked at the stages your customers move through as their familiarity (and ultimately loyalty) develops, what the impact of that is to their behaviour, and most importantly, what the outcome of their behaviour is. Put simply, it will be an increase in revenue!

Intellectual Property
Rebecca Anforth, from Foot Anstey, talked about the role of Intellectual Property in creating value in your brand. She began by explaining what you can protect, and the problems you can face if someone else tries to take advantage of your success and hard work by mimicing elements of your brand and stealing potential business from you. Rebecca also pointed out that owning the Intellectual Property of your brand can be a valuable asset if you ever choose to sell your business.

Calculating value in your brand
David Savill, a Partner at Bishop Fleming, explained the different ways that accountants recognise the value that brand brings to a business. He began by differentiating the 'brand valuation' of global brands like Coca Cola or Microsoft, with the role of recognising what tangible value a brand can deliver. So what is the tangible value? Well, a steady income stream, built on a strong, recognised brand is something that accountants will value. And when it comes to an exit strategy, developing loyalty to a brand, rather than an individual, means that the brand retains that strong income stream for the business when it's sold.

We've had some really useful feedback from some of the attendees, and will be applying some of their suggestions to the next event in November. The date and subject is still to be confirmed, but it will be all about unlocking the value of your brand.

If you want to know more about Brand to Deliver and upcoming events, email jonathan@alderandalder.co.uk or call 01392 248107.