The Blue Paper discusses the criteria a business must meet in order to be categorised as a brand and references the Business Superbrands survey which states a top Business to Business brand must be deemed to have established the "finest reputation in its field," as well as "significant emotional and/or tangible advantages over its competitors, which customers want and recognise.”(1)
A topical and key theme covered in the Blue Paper is that while a many businesses largely concentrate on providing goods and services, brands however, are keen to align themselves with certain values, principles and lifestyles. The Body Shop, for instance, has positioned itself as a highly principled organisation and is keen to speak up for human and animal rights.(2)
The Blue Paper looks at how brands can communicate such values and principles to their target audience, such as by projecting a personality via social media and creating online communities of loyal customers.
"Many firms look beyond trying to be the best at what they do in order to secure their future in the market,” commented Cheryl Jackson-Leafield, Marketing Manager of 4imprint UK and Ireland. "Today, businesses should also aspire to become the most successful, popular and profitable ventures in their field and work to engage with their customers in different ways,” she added.
With tips and ideas for organisations of all sizes this Blue Paper outlines ways companies can make the transition from a business to a brand.
To read this paper, visit www.4imprint.co.uk/BluePaper/Brand-Tips
“Business Superbrands.” Business Superbrands 2014.
“Our Values.” The Body Shop.
About Blue Papers
Blue Papers are in-depth, ‘how-to’ articles covering a variety of topics to help organisations to succeed. They are available to download free at 4imprint.co.uk/bluepapers
4imprint Direct Limited is part of 4imprint Group plc that serves more than 100,000 businesses with its innovative promotional items and corporate gifts throughout the UK, Ireland, USA and Canada. Its promotional merchandise offering includes personalised gifts, printed pens, paper & notebooks, promotional mugs, keyrings, promotional cotton bags, mousemats, drawstring bags, printed sports bottles, printed USB Flashdrives, diaries & calendars, printed T-Shirts and much more. 4imprint’s ‘no quibble’ guarantees include the promise that if the personalised goods are not despatched on time they’ll be free! For additional information, visit www.4imprint.co.uk