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THOMAS SANDERSON - BRAND MANIFESTO CHAPTER 01 WHAT IS BEING A BRAND ALL ABOUT? We hear a lot about brands nowadays. But what does it mean?
THOMAS SANDERSON - BRAND MANIFESTO We drive a brand name car, wear branded clothes, shop at a brand store, eat food brands and even communicate on branded phones. Brands have sense of purpose that everyone, inside and outside the business identifies with. It means having a set of values and beliefs that are relevant to everyone that works for the business as well as anyone who buys from the brand. Different brands may do the same thing very differently. PG Tips and The Ritz Hotel both provide tea; but the experience of the two is very different and the people that work there have very different jobs. In today’s busy world we all rely on brands to deliver a specific experience every time we use them. Strong brands make promises and keep them. You know what to expect when you buy your lunch at McDonalds or a new top from Primark and you would be disappointed if you didn’t get it. It can be about the price – a Lidl store feels very different to Waitrose or just about the experience – buying a book from Waterstones is a wonderful experience for some, whilst others look on in disbelief as they download the same book from Amazon onto their Kindle to read seconds later without leaving the sofa. Same book, similar price – completely different brand experience. Working at Waterstones would be a very different experience from working at Amazon too. Having a strong brand makes things easier – you don’t need to explain what you do in every piece of literature. People you recruit will already know what you are like to work for and share your ideals and view of the world. Customers will gladly pay higher prices because they know that they are getting quality and service. If we want to build a strong brand it is not about a logo, some posters or even an ad on TV it is about deciding who we are, what’s important to us and our customers – and sticking to it. Which means that every impression counts. We need to be consistent in our attitudes, provide the same level of care and attention to our customers at every step of their journey from the first letter they receive right through to the fitting and the valet service they have six months later. These attitudes begin at home, we must treat our colleagues and partners in the same way – Apple isn’t one brand for its customers and another for the people that work there, it has the same values throughout the business When Bob and Norma Thomas founded Thomas Sanderson in 1991, they believed in the importance of design and quality from the start. These were the foundations of our brand. PAGE 3
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