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Brand identity, brand image, brand positioning and the list goes on... Branding
is not just one single strategy but it is a holistic approach that leads your
brand to success. And, brand alignment is one of the important strategies that
help to keep your brand intact. Brand alignment helps you to ensure all of your
strategy is going on the same direction so that it will not create brand
confusion to your target audiences. With a well-planned brand alignment
strategy, you can achieve strong brand consistency just like HSBC, one of the
largest banks in the world!
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Align With The World’s Local Bank |
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Brand identity like the brand name, brand logo, brand colour and brand slogan is
the first visual attraction of a brand. It is essential for a brand to be
consistent in its brand identity across all of it outlets in order to be
recognised by the consumers. HSBC has standardised its operations around the
world under one brand name and brand logo. So, no matter which branch you are
visiting, you can see the same brand name and brand logo over their signboards.
HSBC also uses the same brand slogan ‘The World’s Local Bank’ across their
promotional campaign which has successfully created brand awareness to consumers
over the world. These brand alignment have helped HSBC to develop desirable
brand consistency which indirectly aided in gaining brand memorability from the
consumers.
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Bringing An Aligned Brand Culture |
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Yet, it is not only the physical part of the brand that needs to be
consistent... it is also important for a brand to align its internal brand
culture with its values and purposes to portray a consistent brand image to the
consumers. HSBC is practising its three group values - open to different ideas
and cultures, connected with customers, community and each other, as well as
dependable and doing the right thing in its organisation. Every employee of the
organisation is trained and required to uphold these values. By doing so, HSBC
manages to portray a consistent brand image to the consumers which in return can help to
differentiate it from the rest of the brands in this marketplace.
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Delivering Consistent Brand Promise |
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A brand also has to be consistent in delivering its brand promise by offering
the same quality of services, especially for a global brand like HSBC. HSBC
always strives to achieve what they have promised the consumers. They make sure
that they are effective and efficient in fulfilling their customers’ needs by
having an internal board to review the global business operations. They are
committed to provide the best quality of banking services to people from all
around the world. When a brand is consistent in delivering its brand promise,
this can help to create positive brand experience to consumers which in return
will help to gain brand loyalty from them.
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Align To Be Branded |
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Brand alignment begins from the moment the brand is conceptualised to the moment
it is embraced by the consumers... and it involves more than just the product.
Only with the presence of proper brand alignment and brand consistency will
brands around the world be able to establish strong brand consistency which in
return will create greater benefits to the organisation… just like HSBC! |
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Now, let’s find out how HSBC became a well trusted brand among its consumers... |
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continue to read on BRANDchat |
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