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.