Leveraging the Power of Brand in Financial Communications
Consilium Strategic Communications, a global leader in healthcare-focused IR and financial PR, asked us to provide an article on “the power of brand in financial communications” for their monthly newsletter. We were more than happy to evangelise about one of our favourite subjects!
The article reads as follows…
Consilium’s clients’ corporate stories and paths evolve over time. We are often asked about name and branding changes so this month we have asked a brand specialist for their opinion.
What do we mean by brand?
A brand should position an organisation (or product or service) in the market place to meet the needs of its audiences, providing the foundation to promote a consistent perception. By audiences we don’t just mean patients and customers, we mean everyone involved in and with the organisation (shareholders, employees, partners, the media).
So what is the starting point?
A good brand defines the proposition of an organisation, how it helps achieve its strategic objectives and meets the needs of its audiences. Put simply it is “how it does business”.
The truth is that most organisations are probably already doing most of the things they need to have a great brand; they just aren’t very good at joining the dots and communicating it.
If you are not sure, ask yourself, “Do we have a platform that defines consistent communication and actions across all internal and external channels and audiences, increasing the reach of the messages while building good will and positive reputation by making it clear who the organisation is and what it stands for?”.
If not, then there is a need for a brand story. The brand story informs all the touch points of an organisation including its identity (visual and tone of voice), messaging, financial, corporate, marketing and scientific materials and internal and external communication. This consistency of the story instils loyalty that continually builds longterm value. It also provides absolute clarity on who the organisation is, which in good times provides the direction for growth and in recessionary times provides the platform for maintaining customers and focusing the organisation on what is important.
Good communication is key to telling the brand story and the brand story is a critical tool for truly influencing the perception of an organisation by telling everyone everything the organisation says and does.
View the full newsletter here.