RELIEF IN CRISIS [PART VI]: - Businesses deal with offers, brands deal with people

A brand differs with an ordinary business in its attention to detail. Businesses create offers and hope that the customer makes a decision in their favor based on that offer. For brands, it is more than the offer and relates to people in terms of attention to detail, how it is presented and emotional appeal to the customers.

To build a brand, it begins with the value preposition which is usually a story, background and benefits of the brand to people and the nation. The communication of the brand needs an interface that is suitable to its expression to create the experience and emotional appeal of the brand. The brand still needs to provide service but the information, customer experience and process of delivery provide infrastructure, tools, packaging and additional benefits to people as they grow in awareness of the service and enable it to grow and achieve its impact.

Successful brands organize their systems in processes, maintain good relationships and have a streamlined distribution network. They create partnerships with 3rd parties in events and promotions to engage with various markets in different fields. They work with others to create effective and efficient ways of generating revenue.

Offers change in business; different actions are taken; messages are changed, and thoughts adjust to improve on the offer. However, people don’t usually change. They choose skills, attributes and characters that define them, what they do and how they perform. Offers have to be changed several times to suit different people with different values.

Dealing with brands, the offer is to stick to a particular message or way of messaging to build an audience.

People will react to their natural instincts if it fits. When a brand puts thought and understanding of people’s values into consideration, it will build a solid foundation for development where they can dictate and measure future activities and progress.

Success will eventually depend on people rather than the offers we make.