eKourier Oct 2020

FEATURE

WHAT'S YOUR BRAND

B rand is the name adopted by a business to identify who they are and what they sell, and marketing promotes what, how and why that business exists. WHERE DOES THE WORD BRAND ORIGINATE? Brand is about ownership. Brand derives from the Old Norse word “brnadr” or to burn, associated with the most obvious practice of branding livestock cattle. Using a hot iron, a farmer would brand their cattle with their name or insignia (aka logo) to designate ownership of that livestock. Branding has evolved over the years with businesses using branding to identify and claim ownership of their products or services. These days extending further to include people, assets, a company’s values, and the stories they create. THE STRENGTH OF YOUR BRAND IS DETERMINED BY WHAT PEOPLE THINK WHEN YOUR BRAND IS MENTIONED. FOR EXAMPLE, WHAT DO YOU THINK WHEN I MENTION 'APPLE' OR 'VIRGIN'? Big companies in the 1950’s moved from simple branding of their goods to a concept known as Brand Management, what is now referred to as marketing. Marketing in the early days was someone demonstrating how to use a product or service. Marketing today is now more about telling a story.

The strength of your Brand is determined by what people think when your Brand is mentioned. For example, what do you think when I mention 'Apple' or 'Virgin'? How people think about your Brand has been referred to as Brand Equity, this is the value a company gains from having a highly recognisable and admired name. Valuers will put a premium on a business that has a strong brand. The value is determined by consumer perception, and or customers who experienced the product or service. The advent of technology and Social Media has transformed traditional marketing of products to story telling, where companies build trust and loyalty through actions and stories that are interesting and engaging. Technology has placed a higher price on Brand Equity. Consumers can and do have access to real time reviews of your business. There is nowhere for a business to hide. Traditionally we were taught if you create a bad customer experience that customer will tell ten other people about that experience. I think it is now safe to say that number is now infinite. Every interaction we have with a customer regardless of how small is open to comment and sharing across social channels. Positive or negative can potentially influence your Brand Equity, which may influence consumer decision to do business with you. Our dream is to become a Famous Household Name, a company that people will talk fondly about when mentioned. Every interaction with a customer regard- less of how small or insignificant is subject to review. The endeavour is to make every moment an opportunity to show we care. Darren Marshall Chief Operating Officer

“Great facilities and very friendly and efficient staff. Maria in particular is an absolute star. Nothing was too small and she is very thorough in insuring that my needs were met completely. Highly recommend Kennards Storage Mt Eden to all!" Lloyd "Hard to fault really. Nothing was too much trouble. Excellent customer service, competitive pricing. Great range of storage options and boxes. Each Team Member I spoke to at different times was highly trained and knew their product and communicated with each other. Thank you for making this part of the move a breeze." Andrew "Such great customer service from John At Castle Hill, the relief manager today. Really helpful in providing me advice about the best unit to suit my storage needs. Patient and knowledgeable! Nice partly new facility too." Janice "Exceptionally helpful and respon- sive at Chatswood. Always follow- ing through. By far the best storage facility management I have encountered in the last 20 years in Sydney." Pam "I had to get into storage after Covid hit and all the campgrounds closed. It was an extremely stressful situation and Kennards went above and beyond to help me. I mostly dealt with Jamie and he made me feel like apart of the family. I highly recommend KSS Mile End for all your storage needs." Smash

9 Kennards Kourier Oct 202