This week Alex dives into the topic of branding. What is branding? How can you use it to add value to your organisation and the experience of your customers? What are some of the reasons behind creating a strong brand and why do we react to certain brands in certain ways? For all this and more, tune in and learn how you can add value through effective branding.

KEY TAKEAWAYS

• Alex discusses how branding was originally thought of as a statement of legal ownership but today it has developed into a system that consumers use to identify an organisation and its perceived value.
• What is your market? Alex discusses the meaning behind the term ‘market’ and explores ways you can define it and create an understanding around it in order to offer your customers the best value.
• Alex talks about companies that offer multiple products and services and how effective branding can help if these are similar products and services or how new and fresh branding can benefit when the products and services are not similar.
• Consumers' decisions are influenced by personal or cultural values and as brands can represent a value system, organisations must take this into account when building their brand and look at ways to use this to add value to their customers.

BEST MOMENTS

“If you only compete on price with your competitors then you will be reduced to a race to the bottom.”

“If you are the first thing customers think of to solve their problem, then you have a solid brand.”

“A good brand represents the ability of your business to match a high quality product or service to the needs of the market.”

“Brands are representations of a unique cluster of values.”

EPISODE RESOURCES

Alex’s Website: www.as-insights.com

Alex’s Instagram: www.instagram.com/alexvci

Alex’s Linkedin : www.linkedin.com/in/alexandrastacey

Alex’s email: info@as-insights.com

ABOUT THE HOST

Alexandra Stacey is fascinated about value and our perceptions of value. She undertook an MSC in Strategic Marketing and Customer Experience Management with the University of Buckingham’s Business School and her dissertation included how value is experienced. Her own life experience includes being a parent, marketer, teacher, project and events manager and musician. She is the founder of AS Insights. This is a business that helps organisations improve through uncovering their stakeholder’s experiences interpreting them through behavioural theories.

PODCAST DESCRIPTION

In today’s world businesses and organisations are able to deliver things much more quickly at the touch of a button than 15 years ago. And our competitors can too.

We are in danger of escalating journeys down the wrong track and be too far gone to retrieve them.

Wouldn’t it be so much better to do the right thing right first time instead of becoming very efficient at doing the wrong thing?

Well this is what this podcast is about. It is about optimising value in your customer or employee or stakeholder experience in different manifestations. You get to understand how we think and behave in different scenarios and can apply them to your own purchasing, sales, recruitment, team-building, customer retention and audience perception management.