The Brand
KELLETT has a set of beliefs that we use in our client relationships. The brand laws below describe our approach and understanding of the discussion we believe our clients need to be having with their customers or stakeholders.
Law 1 - The Customer Owns The Brand
The Customer Owns The Brand
Every customer, or stakeholder, has a relationship with your brand. How they feel about it will be told to friends, family etc. Negative relationships are promoted more than positive ones so it is critical to maintain a positive relationship. The new media landscape gives stakeholders this control. Affecting it positively requires a two-way dialogue with your stakeholders.
Law 2 - Every Employee Represents The Brand
Every Employee Represents The Brand
Stakeholders know your brand on many different levels. The “degrees of separation” of employees from other Northerners are much smaller than they would be in the south. This makes your staff key ambassadors for the brand. Any discussion regarding the brand should engage them early. This involvement leads to an embrace of the brand values and representation of the brand at all points of stakeholder contact with the organization.
Law 3 - the brand is a living person
The Brand is a Living Person
It continues to evolve and grow every day. How stakeholders perceive the brand is affected largely by their most recent interaction with it. As a person, your brand is dressed in clothing – it has a logo, colour and material that communicate what it stands for. It also has personality – marketing messages can be soft and personal, light and intuitive or daring and provocative. However your brand goes forward, it must be done with consistency and cohesiveness in order to allow stakeholders to get to know it, like they would any other person in their lives.
Law 4 - the brand has value
The Brand has Value
It continues to evolve and grow every day. The equity you have in your brand can be used in crisis situations, to engage stakeholders or to leverage partnerships. Therefore, if you continue to invest in your brand, you will see a return.
Law 5 - the brand has many parts
The Brand has many parts
Touched on in Laws 1-4, the idea here is that the brand has components beyond an icon, even though that is an integral part of it. A brand also has a way of speaking that becomes its language. Similarly, the places people interact with the brand have a feel, whether at public hearings or industry trade shows. And while less concrete, the internal culture of the organization is also a key element to the brand’s presentation. KELLETT has many principles that stand to benefit clients. Most notably, our philosophy about how we approach client services and the provision of integrated marketing and communications.