What is a brand? It’s a living, breathing entity that succeeds or fails as a direct result of every action undertaken in your business. It’s about so much more than logos and packaging; it must reflect the values at the very heart of your company.

Exchange Director Lucinda Bruce-Gardyne of Genius Foods has spent years nurturing the Genius brand and she shared the wisdom garnered at a recent Exchange Focus Dinner.

Lucinda Bruce-Gardyne

For the members around the table, the knowledge and experiences shared are already having a direct impact on their businesses.

Keith Wight of SST Sensing believes a brand is much more than a company or product name, it is a combination of a promise to customers of quality and reliability, and something they relate to meeting their needs.

When creating a brand you should start with the needs and expectations of the customer, ensuring the brand resonates with importance to them rather than simply being a quirky name.

Keith, the Emerging Entrepreneur of the Year 2011, added:” I am currently looking for an International Business Development Manager and will put greater emphasis on branding for the position than I would have previously done.”

Highlights for Andrew Robert Gordon were being able to pass on benefits of experiences and ideas for others at the table.

“Don’t be afraid to punch above your weight is a good reminder to those who already do, like myself,” said Andrew, whose business is Andrew Gordon Butchery and Fine Foods.

“The points that resonated with me and my business were that of having your team having the belief and passion for what the business is all about, and for them to fully understand my reasons for high standards, top quality produce and first class customer service.

“I will be introducing new booklets and wall charts within my business detailing our company values and standards as a reminder to all what we stand for.”

Feedback from other attendees:

“The value of this event was hearing anecdotes from the range of experience in the room and not just the speaker.”

“Key tip for me was to focus on what your brand means, and building personality and character in the brand.”

Speaker biog – Lucinda Bruce-Gardyne