Give your brand a personality and a clearly recognisable face

Strong brands have a personality and a clearly recognisable face that acts as a vehicle for this personality. They know who they are and what they stand for – and they make this visible and tangible. They have a clear position on the market and stand out from their competitors. Customers and other target groups have a clear mental image of brands like these. They know why they prefer this brand to others. Successful brands are like a beacon guiding our way through the ocean of products and services; they are a haven of trust.

It goes without saying that it takes time to establish such a strong position. The promise a brand makes its customers must be put to the test time and time again – across all channels. Whether as the product itself, during communication or contact with customers, at the point of sale or on the website, a brand must provide the same experience at all relevant contact points. A holistic experience of a brand creates clear brand images that help customers to form preferences. Strong brands are linked to strong positive emotions. Those who manage to reach out to the emotions stored in customers’ hearts and minds can turn a well-functioning company into a desirable corporate brand. Many hidden champions have the potential to develop into a strong brand.

Branding is a matter for the boss

Branding is often boiled down to appearance, packaging and communication. If a company wants to be successful in the long term, however, it must know what constitutes the substance of its brand. It must recognise and define its success patterns. And this is a matter for the boss. It is up to the top management to define and impart the essence of the brand and to defend it against any attempts to dilute it. The success of a brand depends heavily on the status that top managers assign to it.

Employees as brand ambassadors

A brand of course only works when it is brought to life by all of the company’s employees. This is why it is so important for staff to be involved in brand development. They must know what the company and the brand stand for – for it is they who ultimately determine whether a brand is successful or not. As soon as an employee comes into contact with customers, he or she becomes a brand communicator. This is both an opportunity and a challenge: the brand is an anchor for the personnel in a company, a guideline for their day-to-day conduct. Strong brands create identification, boost commitment and performance and encourage loyalty. They also help to attract potential employees. A high level of employee identification with a company’s brand is central to the success of that company.

News from ERNI

In our newsroom, you find all our articles, blogs and series entries in one place.

  • 06.12.2023.

    Streamlining software development: The journey from multiple to unified requirements management tools

    Productivity in software development is slowed down by managing specifications across various requirements management (RM) tools. Although moving to a single, updated RM tool involves an upfront investment, the long-term benefits are considerable. These include increased process efficiency, enhanced collaboration, superior traceability, improved software specification quality, cost reductions, scalability and better integration with other RM tools, among others.

  • 22.11.2023.

    Recognising trends: An insight into regression analysis

    Data plays a very important role in every area of a company. When it comes to data, a distinction is made primarily between operational data and dispositive data. Operational data play an important role, especially in day-to-day business. However, they are not nearly as relevant as dispositive data. This is because these data are collected over a longer period of time and provide an initial insight into the history or the past.

  • 08.11.2023.

    Why do we need digital transformation for medical devices?

    For hospitals, it is not up for discussion as to whether they want to digitalise. The increasing age of the population in western countries and the progressive shortage of medical professionals mean that without digitalisation, the healthcare system will not be able to provide the quality that patients want in the future.

  • 25.10.2023.

    Mastering the challenges of mobile app testing: Strategies for efficient quality assurance

    Discover the unique challenges faced in testing mobile applications and learn how to overcome them effectively. From selecting suitable devices and operating systems to leveraging cloud-based test platforms, test automation and emulators, this article provides seven essential strategies for optimising your mobile app testing process.

  • 11.10.2023.

    Incorporating classical requirements engineering methods in agile software development for a laboratory automation system

    Traditional agile methodologies can sometimes struggle to accommodate the complexity and regulatory requirements of laboratory automation systems, leading to misalignment with stakeholder needs, scope creep, and potential delays. The lack of comprehensive requirements documentation can result in ambiguous expectations and hinder effective communication among cross-functional teams.

  • 27.09.2023.

    Unveiling the power of data: Part III – Navigating challenges and harnessing insights in data-driven projects

    Transforming an idea into a successful machine learning (ML)-based product involves navigating various challenges. In this final part of our series, we delve into two crucial aspects: ensuring 24/7 operation of the product and prioritising user experience (UX).

  • 13.09.2023.

    Exploring Language Models: An overview of LLMs and their practical implementation

    Generative AI models have recently amazed with unprecedented outputs, such as hyper-realistic images, diverse music, coherent texts, and synthetic videos, sparking excitement. Despite this progress, addressing ethical and societal concerns is crucial for responsible and beneficial utilization, guarding against issues like misinformation and manipulation in this AI-powered creative era.

  • 01.09.2023.

    Peter Zuber becomes the new Managing Director of ERNI Switzerland

    ERNI is setting an agenda for growth and innovation with the appointment of Peter Zuber as Managing Director of the Swiss business unit. With his previous experience and expertise, he will further expand the positioning of ERNI Switzerland, as a leading consulting firm for software development and digital innovation.