Howick and Pakuranga Times
Botany and Ormiston Times : Botany and Ormiston Times Thursday July 30 2015
www.times.co.nz Times Newspapers, July 2015 — 5 A NAME YOU CAN TRUST ALTHOUGH Howick has become a destination for its quaint cafes, independent and locally owned stores and lively events, a lot has been done behind the scenes for it to arrive where it is today. Thanks to the foresight of the Howick Village Business Associa- tion (HVBA) founders, the iconic village continues to be a star attrac- tion in East Auckland amongst locals and visitors alike. Established in the late ‘40s by a group of like-minded business- men with strong connections in the community through business cir- cles, schools and clubs, the HVBA still builds on the values that first started the organisation. In 2006 it became an Incor- porated Society and adopted the Auckland Council Business Improvement District (BID) for- mat which is funded by a targeted rate paid by business owners in the village precinct. These funds have not only ena- bled the HVBA to fund events and promotions enjoyed by all, it con- tinues to retain the area’s historic charm and continued popularity, setting itself apart from other retail hubs. In recent years the HVBA has introduced a host of activities to spice up villagers’ lives including Kiwiana Day, Town & Country Day, the insanely popular Midnight Madness and Christmas Light Dis- play, as well as regular broadcast- ings from Howick Village Radio. It also holds annual awards, recognising the achievements of individual businesses and driving motivation for all to perform well. Organising other Howick-centric events, initiatives and competitions are a focus too, with the recent Howick Village Volvo Long Lunch a winner. Not forgetting previous fashion- oriented events that set the tone for a stylish atmosphere and cre- ated a buzz around Howick. Despite the initial apprehen- sion of some businesses the intro- duction of the successful Howick Village Market on Saturdays has become the must-visit attraction of the area which benefits everyone with a unique range of gourmet creations and craft. It seems whether it’s fash- ion, lifestyle, food, art, or fun, the HVBA knows how to pull in a crowd and keep them entertained. The 10-strong executive committee includes Howick Local Board member David Collings as well as a number of other com- munity stalwarts and people pas- sionate about Howick and its development. The association is naturally there to support its members but also to support the community and its affiliates. As a result, close collaboration is important with many community groups as well as the Howick Local Board and Auckland Council. With its unwavering focus and commitment to deliver pros- perity, the HVBA is a trusted and respected society in the community. Howick Village runs smooth operation HOWICK VILLAGE: Left, Saturday markets in front of the Howick Information Centre; right, Picton Street – Howick’s main street. Photos supplied JH10116A Shop Howick Village first where people matter I Phone/Fax (09) 534 4505 I Email email@example.com I www.howickvillage.co.nz Don’t just focus on the tangible pieces of your precious brand By Joanna Lord WHAT makes a brand? What a question. It’s a tough one. A lot of us out there are tasked with building a brand, and I would argue that we are spending a lot of our time on the wrong priorities. As a result, brand marketing is getting a bad rap, and we are failing to help our companies stand out in the right ways. Here at BigDoor, we talk a lot about the importance of building a brand when you are trying to grow customer loyalty, so we thought it would be worth outlining exact what a brand isn’t, what a brand is and tips to get you there. Let’s jump on in! ■ A brand isn’t... All too often, marketers rely on pieces of the brand to “be” the brand. We focus our time on things like the logo, brand colours, byline, etc., when those alone do not make a brand. These features are the tangible execution of a brand. They change over time, and evolve as the brand grows. They may help us represent ourselves in a crowded room, but they are not what differentiates us. We need to pay attention to the many pieces of our brand, but pay the bulk of our attention to the sum of those parts and the underlying foundation to these pieces. So what goes into that foundation? ■ A brand is... Rather than focusing on tangible pieces of a brand, it’s critical to look at and invest in the bigger picture. The “bigger picture” includes your company’s perspective in the market, the philosophy you take towards your product, your tone/ voice, your company’s story or history and your actions. It’s all about identifying what your brand is promising, how you communicate that promise to the market, how you deliver on the promise and how your promise grows over time. Here’s a bit more on these four steps: 1. Take a stand What is your company passionate about? This passion lies at the heart of your brand. Here at BigDoor, we believe in reciprocal loyalty, which is the belief that companies should be as loyal to customers as they hope customers are loyal to them. Because we’re so passionate about reciprocal loyalty, we put it at the heart of what drives our brand. It’s a promise we are making to the market: that we will help educate brands on this philosophy, but more importantly, that our products will help them do this for their customers. It’s crucial to take a stand as a company, and it’s a promise or differentiator that is the foundation for everything you do with your brand. Your team, your products and your assets should all magnetically tie back to this promise. 2. Shout your promise from the rooftops Once you know what your brand’s promise is, shout it from the rooftops! Take your resources, budget and channels, and leverage them for brand story sharing. A great example of spreading a company philosophy and mission is HubSpot’s Culture Code deck. Company culture videos, like the one from Epipheo, spread a message to the masses in a meaningful way. Communicating your promise in a beautiful, effective way is what enables you to begin to build your tribe of brand advocates. Delight them by providing them with content that is shareable and effectively relays your brand’s promise. 3. Don’t just talk; do After you’ve promised people something, it’s important to deliver on that promise. Your brand is very much dependent on following through. You must make sure that brand promise is consistently delivered so it’s believed. Brand advocates need to know they are sharing a brand that they can trust, and delivery is where that trust is solidified. No great logo or byline can outweigh the importance of doing what your company promised it would do for its users. 4. Revisit and evolve A great brand evolves with the company. While that foundational core promise will always be there in some iteration, great brands can grow as their markets shift. Revisiting how you are promising something to a market and tweaking as needed is vital. For the brand to last decades, it must resonate with new audiences yet always come back to that “moment of passion” that resonates with the brand’s promise. It’s a fine balance, but when executed well is nearly impossible to disrupt when it comes to building brand loyalty. While the tangible executions of this brand may change as the market does or the years pass, your “real brand” is rooted in the promise you make and continue to deliver on over time. Think of your brand as an intangible selling point that exists in people’s hearts. A great gut check to do to test this is asking yourself, “Does my brand hold water if I don’t show the logo, say the byline, or visit the website/ store?” If I said to someone, “What is BigDoor to you?”, whatever they come back with tells me if we’ve done our job right. That’s when you know you have a brand that can stand on its own. ■ In conclusion To stand out, our brands need to truly impress. We can’t just be flashy or have a memorable logo; we need to stand for something that drives people to support us. The more successful your brand, the easier it will be to build loyalty around that brand. A successful brand takes a great deal of intention when building, and hopefully this post pointed out some places for you to start when kicking off brand conversations. Joanna is the CMO at BigDoor. She is a lover of coffee, tech, start-ups and the visual web. She considers herself a growth marketer at heart and loves helping companies create and build beautiful brands. Follow Joanna on Twitter @joannalord. This entry was posted in Brand Marketing on October 16, 2013 by Joanna. SHOUT: Once you know what your brand’s promise is, shout it from the rooftops!
Botany and Ormiston Times Thursday July 23 2015
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