• Scott Fitzgibbon

Brand Basics - Understanding terminologies

Following a number of questions and discussions over the last few weeks - I thought it would be good to take a quick look at some of the terminologies thrown around in Marketing that might be confusing to those starting out or less versed in marketing speak. For experts many of these areas are very in-depth and many books, degrees and talks are held to explore them. But for those simply looking to make their small business more effective here’s a quick guide. If you have any others let me know below.

Brand Purpose:

Let’s start at the right beginning, and look at where your business started from and the reason why your business came about. Let’s rule out “make money” and look at the reasons of why you have chosen the work or industry you are in. This could be a passion, a skill or years of relevant experience. At some point in time you will have realised that you are the expert or co-ordinate a team of experts or professionals in your field. At the heart of everything is the service you provide.…right?

Those that following marketing (or have a linkedIN account) will be aware of Simon Sinek and the “start with why” video. In which he explains that companies that are destined from success will start with the companies ethos or reason for existing - often described as a “Brands Purpose”.

Putting this simply… it’s the reason for your companies existence and what problem you solve. Not what you actually do or how you do it. So it’s important to create your “why” statement and keep this centre of your thoughts when making any decision on marketing, management decisions, operational decisions and much more. It’s an easy one sentence check point to check the suitability of any decision or action.

Brand Promise

Very simply this is a statement that you make to your customers that says what you will do for them. Again this might not be a strapline or written into every communication, but it’s an important element in the delivery of your products or services. So if your restaurant business is focused on providing “a unique dinning experience” but is realistically the same as most other well run restaurants. Customers may not agree with the promise that you make, this in turn can negatively impact their thoughts, perceptions and recommendations of your restaurant.

Your brand promise is really the feeling that you want your customers to have when they walk away (or the words they use to describe your business). So keep it relevant and keep it true.