The Key to Developing a Strong Brand Identity
Creating a brand identity is hard work, but not impossible if you have the right knowledge

One of the major hurdles that a young company has to overcome is developing a strong brand identity. You can have the best idea in the world, but if you don’t have a brand that people connect with, then it’s impossible to see real business growth.

Whether you’re right at the beginning and struggling to pinpoint exactly what your brand is, or you’re further along and looking to strengthen your identity, these are some tips that should prove very useful.

Playing to Your Strengths
Although Rolex are industry giants, Audemars Piguet compete to get their slice of the pie by playing to their strengths

The rules of creating a meaningful brand are in some ways very similar to the rules of poker; you can only play with the cards you have been dealt. If you have a strong concept and a team surrounding you that are capable of pulling it off, then your brand is in a great position – you’ve got a full house. When building a brand from scratch, you need to focus on what is unique about your company and how that solves a problem for consumers.

Take, for example, watchmaking company, Audemars Piguet. What strengths do they have that help to differentiate them from the other watchmaking brands? First of all, they set themselves apart by catering for the top end of the market; they create their watches from beautiful and high quality materials. This sense of inherent value and provenance rightly puts them in the luxury price range, immediately removing low end competitors who create watches from plastic and low-end metals, such as Swatch, or Omega.

Next, Audemars Piguet have to set themselves apart from other luxury brands. In a luxury watch market saturated with Swiss Brands, their Swiss heritage is not enough. However, they have been in business since 1881, so in this instance, age and experience are very much on their side; in this way they streak ahead of Patek Phillipe or Jaeger-LeCoultre.

Finally, they’ve got the big names to tackle, so what makes them different from internationally coveted Rolex? Well, they make by hand and in fact, scarcity plays a role in their value. Rolex create huge volumes of watches, not all of which by hand, so the sense of uniqueness and craftsmanship will encourage some buyers to spend their money with Audemars Piguet, over all other watchmakers.

Recognising and Targeting the Correct Customer

Whilst working with your unique selling point to differentiate yourself from the competition is important, it’s also vital to understand your target market.

Using a slightly ridiculous idea from the example above, if Audemars Piguet were to launch an expensive advertising campaign that targeted exclusively P.E Teachers, not only would it fail to generate any income from the market they’d identified, it would also alienate their existing customers. After all, P.E. teachers are unlikely to be able to afford the watch and even if they could, there’d be plenty of sportier watches that they would sooner spend the money on.

Although businesses don’t usually misidentify their target market this dramatically, it is not at all uncommon for the target customer profile to need a little tweaking. It’s a good idea to develop a clear ‘avatar’ customer, who would respond the most favourably to your brand. Get inside their head, map out their day to day life, how they eat, how they dress, where they work. The closer you can get to your customer, the more precisely you’ll be able to target them through both product and advertising.

Building Trust With a Narrative

Once you’ve identified your target customer, and outlined your strengths and unique selling point, you’re ready to create a strong narrative. The chances are you’re not in charge of the branding for a 200 year old watch company, so you’ll have to get a bit creative in order to create a story to your brand.

Drinks company Innocent Smoothies came from absolutely nothing and rose to a household name in a relatively short space of time; they did this by creating a strong backstory and aligning their brand with charities that matched that. Their ethos was simple, to include only natural ingredients, which they made incredibly clear on all of their packaging and advertising.

One of the charities they supported helped to provide drinking water in less economically developed countries, reinforcing the idea of a good drinks company, providing something healthy to drink. They became a brand to be trusted, through their product, their customer experience, and their charitable donations.

Although the brand have since been bought by Coca Cola, who aren’t as famous for their charitable business credentials, the drinks giant realised the good work that had been done surrounding the brand and continued to support the charities they had chosen.

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People Insight Study Reveals the Key to Employee Retention

London, UK] [December 2019]— Employee survey and HR consultancy providers, People Insight, have carried out extensive research to answer the pressing question — what is the key to employee retention? Why do some employees stick with organisations while others jump ship?

Armed with data from their extensive employee survey database, People Insight carried out a statistical analysis and found that as well as career development and interesting work, the number one reason employees stay at companies relates to company purpose.

The research was prompted by the fact that employee retention is a pressing concern for most businesses, especially in light of record low unemployment rates and the war for talent raging.

Our employee research has long demonstrated the importance of a role that’s interesting and challenging, with opportunities for career development as critical to employee engagement. However, by looking at intention to stay as a statistical endpoint, we’ve found that company purpose nudges ahead as a key driver. This provides critical evidence for our colleagues as we drive for our organisations to become more purpose-led .”
— Carolyn Nevitte, Director, People Insight

People Insight have released a free online resource detailing the results of this study. The report also includes insights and quotes from a number of CEOs, MDs and business founders, along with a YouGov survey that explores how engaged and motivated today’s workforce are with their company purpose.

What Does the Employee Retention Report Explore?

The report explores the following:

● Why employees are so motivated by company purpose
● Strong examples of company purpose
● Case studies of how modern organisations are trying to retain employees
● A YouGov survey exploring how meaningful modern employees believe their company’s purpose to be (including generational and gender divides)
● How companies can get employees excited about company purpose

Read More about the Report’s Findings

To read the report in its entirety, please download a free copy at the People Insight website below:

Study reveals the secret to staff retention

About People Insight

At People Insight, our purpose is to make the world a more engaging place to work, one organisation at a time. Organisation leaders trust us to design and deliver tailored programmes that improve the experience, performance and retention of tens of thousands of employees across the public, private and not for profit sectors. The success of our programmes is powered by expert organisational psychologists, supportive project managers and sophisticated survey technology.


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Experience Dubai like a celebrity, with a personal concierge package from Dubai Key

Dubai, UAE; 12 December, 2019 – It was a bumper summer tourism season in Dubai with 12.08 million international overnight visitors in the first nine months of 2019, marking a 4.3 percent increase in volume growth compared to the same period last year. Dubai was also ranked fourth most visited city in the world for the fifth year in a row in the Mastercard Global Destination Cities Index. But what kind of experience are people looking for when they visit the Emirati city?

According to a leading concierge service in Dubai, tourists want luxury, bespoke experiences, which is exactly what they can provide.

Dubai Key’s Unlimited Concierge Packages offer clients a truly unforgettable Dubai experience, featuring every luxury the city has to offer including, private yacht cruises, desert safaris, desert buggy trips, Rolls Royce chauffeur rides, hot air balloon rides, helicopter rides, designer shopping experiences, gourmet dining and more, all conveniently tailor-made to their unique taste by their very own personal concierge, available 24/7.

“We offer a truly bespoke service and are ready to take our clients on any adventure they desire in Dubai. We’re committed to making their dreams a reality, whether that may be a cruise round the Palm Jumeirah on board one of our luxury yachts, a hot air balloon experience or dune bashing in the dessert. Ours is a first-class service where we are available night and day to help in any way,” says Jay Smedley from Dubai Key.

The service is tailor-made to each individual or group’s requirements with a personal Dubai concierge proactively anticipating each clients’ needs; from sourcing the most desirable events and bespoke journeys to locating luxurious accommodation and transport to negotiating premium upgrades and savings and opening doors to unique and unforgettable experiences.

A popular experience for Dubai Key clients is the private yacht rental offering. Whether it’s a romantic cruise for two, a large corporate event, a birthday yacht party, a trip with a group of friends or family or another special occasion, Dubai Key will select the perfect yacht and create the ideal package.

“We had a delightful time on board a vessel arranged by Dubai Key. Could not fault the yacht, trip or arrangements made for our group by Charlotte. We will absolutely use Dubai Key for our next trip,” said one happy TripAdviser reviewer.

Another commented, “This is the second time we’ve been on a yacht and had the amazing services by Dubai Key! They are such an incredible concierge service, the best we’ve used. Always so helpful and accommodating! We had so much fun on the yacht!”

A Dubai Key luxury bespoke travel experience ultimately starts with luxury accommodation. From top-tier apartments in Dubai Marina, to breath-taking villas situated on Palm Jumeirah, five star luxury is all part of the package guaranteed when you choose Dubai Key as your personal concierge partners.

For further information and PR enquiries, please contact:
 Dubai Key
Phone: +971 52 881 8758

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