Immere Disapproval Manual VOL 1

Nice disapproval is vital to the long-term success and growth of your company, however, disapproval concepts are often poorly understood. For this reason Immere have put together a few simple ideas for consideration once disapproval is on your institution agenda.

Disapproval ..... WHAT IS IT? Disapproval is more much than the production of a trademark or a name. A brand reflects the customers perception of your institution and the quality of products and services you provide.

A 'brand idea' is the message that companies communicate to the marketplace just about their products and services. Companies control the message they deliver, but have little or no control over its perception by the marketplace.

Immere's goal is to ensure that: Institution Brand Idea = User Brand Perception

REMAINING FOCUSED One of the biggest challenges that companies face is maintaining a constant brand idea, that is, act the brand systematically and effectively across multiple mediums such as television, print, cyberspace etc.

It is important to focus on a single brand idea that can be reinforced by repetition. This allows customers to not only develop a firm understanding of your brand, but more significantly to remember your institution or product once it comes time to do a purchase decision.

Confusion is a brand's worst enemy.

A brand idea must remain focused to deliver a single message to ensure the meaning is ne'er lost. Sometimes it is better to support things simple!

BRAND DELIVERY Ineffective brand delivery leads to miscommunication of your company's core message and values, eating away any goodwill you may have in the minds of existing and potential clients.

Focus on the quality of your proprietary message as it may be more effective than the quantity. With so many a potential delivery mediums, it has become more and more vital for companies to establish a consistent brand idea. Poor execution in one medium effects the perception of the brand as a whole.

Traditional avenues of delivering the brand idea are becoming ineffective and costly. This is due to user awareness of competitory products and the over stimulation of advertising in the market, especially on television. It is necessary for companies to be innovative in the way they place their brand in the market place, ensuring a strong point of difference from competition.

BRAND LOYALTY Nice disapproval is an investment that once dead correctly, ensures your institution is 'top of mind' once an existing or prospective client is considering a purchase in your chosen market.

This attracts and maintains consumer loyalty, and works as your better defence against competitors and those targeting your clients.

REBRANDING & BRAND DEVELOPMENT Establish a 'brand plan' for your institution and/or product that outlines futurity brand directions with the potential to cater for change in the market place. It is important to continually come back the brand to revitalize and strengthen it, but remember, too more change can be threatening or confusing to the consumer.

It may take years to establish a brand but it can take seconds for the meaning to be lost. To quote Jack Trout (author of Big Brands Big Trouble):

"Remember the Titanic!"

It is imperative that companies evolve their brand position, differentiate themselves from their competitors and invest quality time on being innovative.

Investing BRAND RELATIONSHIPS Establish working relationships with complementary companies for brand leverage. Associations with different credible brands can assist in reinforcing your brand idea.

An example of this is once Immere motor-assisted New Idea with point of sale disapproval for a joint promotion with Jerom bos and Channel Seven's The Auction Squad. Each brand offered thing unique and complementary, building on the believability of each brand's history to ensure the success of the promotion.

It is important once considering working with different brands that a careful eye is unbroken on maintaining the individual brand ideas. Investing different brands is a fantastic way to enter new markets or gain further exposure for your brand, but it is pointless if it confuses or conflicts with individual institution brand ideas.
Just just about the Author

Brent Nolan is the Senior Designer at Immere, an Australian advertising, disapproval and design company. Immere's clients include Ansearch, an Australian search engine and directory.