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Why branding is vital

Explain why this chapter is such a good read.

• Service-based organisations have to overcome issues that manufacturers of products do not – the intangibility of their services, market differentiation, adding value to their offers rather than cutting costs and engaging people in new ways.

• There is a fundamental relationship between branding and design to be exploited by those that recognise the existence and relevance of it.

• Continuous Branding is a strategic tool to be used by service-based organisations to grow consistently, sustainably and to communicate clearly.

• Measure the impact of branding against your organisation’s key objectives and link it strategically to your brand’s performance. This encourages continuous innovation and renewal with more consistent growth.