“It’s no coincidence then that the three founders of Innocent smoothies were originally ad men. They saw a market opportunity, and, instead of just creating a product that delivered against consumer research, they created a brand that delivers and allows for future brand extensions.

This is achieved through an equity whose value far outweighs the capital asset value of the business. Having seen how Innocent operates up close, there is not one thing it does or says that is not delivered throughout every process. From the receptionist, who really does answer the ‘banana phone’, to the grass on the office floor and the free fruit everywhere, the Innocent business is truly positioned to deliver the brand essence.

A memorable campaign of recent years exemplifies this with the ‘Buy one get one tree’ offer. You only need to walk into reception at ‘Fruit Towers’ to see how the brand connects to the many customers who take time out to send in their letters of praise.

You may own your own business with three staff or trade from an industrial estate, but this way of thinking is relevant to every brand. You must offer a degree of difference in your chosen field – otherwise you wouldn’t have started working there or set up the business in the first place.

This difference needs to be part of everything you do – from your culture to how your team works and even to how your offices look. If you are positioning your brand in a certain way, be proud to show your audience how this affects every part of it.”

Original source material:
http://www.designweek.co.uk/Articles/140134/Believe+in+your+brand+essence+.html