11 May 2015
Shaun Westgate, Managing Director

Your brand is defined by the people who interact with it

Brand Interaction

How do you enhance your brand experience? How do you add value to it?

A brand is defined by the people who interact with it – the quality of the collective experience of the brand will ultimately determine its value. Now, there are many ways in which you interact with a brand on and offline, whether you are buying or experiencing a product or service or simply browsing.

With so many varied and complex ways of interacting with and experiencing a brand, ensuring brand quality and consistency of experience is where the challenge really lies.

Westgate works with both global brands and SMEs and they have all benefitted from our expertise in helping them add value to their brand.

How do we do this? We start by developing a vision; without this there is no starting point. We then research how the brand experience is delivered in all its many forms. We mine into the emotional, as well as the functional drivers, to gain a true understanding of how people are experiencing the brand.

This gives us the insight to develop the strategic brand platform. We formulate a short, sharp and usable brand proposition, typically five to eight paragraphs, articulating the core proposition and key sales messages. This agreed Brand Platform will then form the foundation for the creation of all internal and external, on and offline brand communications.

The next step is articulating the core proposition and key sales messages in the most appropriate, effective and compelling way. We do this by creating a brand 'look and feel' that most effectively conveys the brand proposition and key messages. We combine this with a recommended brand 'tone of voice' which is then applied to all forms of on and offline communications to ensure clarity and consistency.

This task should not be underestimated, there are incredible subtleties with how you communicate a consistent message on different platforms, for example communicating brand messages on your company website differs from conveying them on Facebook and Instagram.

By working with Design, Marketing and Communication specialists you will ensure compelling reasons to interact with you brand are communicated to your customers in the most effective way.

If you are looking for forward-thinking brand development solutions, that deliver real commercial impact on and offline, please don't hesitate to get in touch with myself or one of the creative team here at Westgate: shaun@westgatecomms.com


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