Key points from the chapter
Why branding is vital
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.