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A: “As 95% of businesses in Britain are
SME they have a significant impact on
society and the environment, and with
lack of time and resources they often
do not prioritise branding as a
strategic asset for growing their
businesses. Many companies find that
as their business grows and by creating
professional partnerships, their vision
and values evolve to echo the
development in culture and working
practices. By adopting ethical codes of
practice they also increasingly demand
the same of their suppliers.”
Q: In your opinion, what should a
successful branding system
hope to achieve?
A: “A successful brand is a powerful,
confident and carefully integrated
brand that speaks with a single voice
and vision which achieves an
allegiance of loyalty.”
Q: For those who are interested in
adopting a strong branding
strategy, or those who are
considering strengthening their
brand, what key issues would
you advise them to address and
take into consideration before
undertaking?
A: “It is important to analyse your values
and these should reflect the real nature
of the business and how you will
achieve your vision for the company in
a way that leaves everyone satisfied.
Through your audit you will then be in
a better position to brief a designer on
the creative part.”
Q: In today’s technology driven
world, there are a wide range of
mediums in which a brand can
be built and established. Do
InMyShoe specialise in any
certain area of brand
communication and do you
establish how to, and where to,
build a clients brand?
A: “Your logo should take the steps to set
the branding style of your entire
business operation and InMyShoe can
also help develop appropriate
marketing materials and a website to
build brand awareness.”
Q: When discussing branding,
many people in business
neglect that at every point of
contact with a client there
should be some representation
of the brand and its’ message. A
growing amount of contact with
companies today is online and
interactive. How important have
you found websites, and their
presence in building a clients
brand and how can InMyShoe
achieve this for their clients?
A: “InMyShoe has specialist knowledge of
digital branding and interface
effectiveness to create a unique
customer experience. Prominent
navigation structure, accessibility and
usability experience across the site
works well where the site should
deliver what it offers.”
Q: On several occasions, Business
Britain magazine has highlighted
to our readers the potential
significance of a strong
branding strategy and how in
theory you can reduce costs
and increase profits through
market communications, sales
and customer service online.
Can you give us some examples
of how InMyShoe has achieved
this for your clients?
A: “InMyShoe helps our clients in
strengthening their brand by improving
trade relationships and reducing cost
of servicing online so they can directly
increase efficiency and profitability.
Our recent work redesigning
Norwegian-British Chamber of
Commerce website provides an easy-tofind
resource to members and potential
new members. Their CRM system is
linked to their website and emailinvitations
to events are also sent out.
Q: Should any of our readers be
interested in learning more
about InMyShoe (and unless
they have one of the strongest
and most effective brands
around they should be!!) what
would be the next step? And
can you run through the process
that would follow should a client
undertake your service?>
A: “We always refer potential clients to
our website www.inmyshoe.com and
when a client is interested in our
service we go through a requirements
analysis asking them to fill in a Project
Design Brief to determine their goals,
needs and targets. InMyShoe will then
develop concepts and generate a wide
spectrum of ideas.”
Q: It takes an amazing amount of
energy and persistence to make
a business take hold in the
customer's mind. With more and
more businesses competing for
headspace, are there any
specific ‘devices’ InMyShoe use,
or any philosophy which you
strictly adhere to in order to do
so?
A: “It is important to understand your market; trust and believe your business
and know what ‘key messages’ to put across. When we
work with our passion and strengths, we are inspired
by our work which keeps us focused. InMyShoe takes the
right steps to achieve greater ideas and results which
will enable us to speak up and take the lead when appropriate.”
Sindy S Birkelid
Director/Consultant |
Editorials
