Building brand reputation involves hearts and minds

Why do we like the people that we do?

Why do we trust some companies, some brands,
more than their competitors?

For the same reasons. Because we relate to them.

That doesn't mean they're exactly the way we
are. Life would be very dull if we only spent time
with people exactly like ourselves. We develop
relationships with companies and brands as we
do with people - by understanding what they stand
for, what their hopes and aspirations are and how
we can identify with them.

As with people, we have to warm to companies
or brands - and do so over time. It's hearts which
raise the possibility of a relationship and minds
which endorse it.

Luxon Carrą. Hearts and minds winning hearts
and minds.

If your company wants worthwhile relationships,
it must be - and be seen to be - worth having
a relationship with.

Companies need friends. Customers obviously.
But also other stakeholders. Like employees,
investors or industry analysts, and the media
with whom your company must form, manage
and maintain successful relationships to build
brand loyalty. Leave it to chance and the
chances are they'll leave.

Successful companies understand this and
consciously manage the communications process.
Success starts with having a clear sense of who
you are and what you stand for. From then on,
it's a matter of clarity, creativity and consistency.

Luxon Carrą's job is to develop, design, evolve
and manage corporate brands.

What does this mean? It means equipping
you to meet your stakeholders with:

A brand platform - strategy, vision, positioning
and proposition - which tells your own people
and your external audiences, clearly and
compellingly, what you stand for.

Values - which your audiences can believe in
and endorse.

A visual identity - which distills the essence
of your brand and unifies your communications
into a cohesive and meaningful whole.

A personality and a style - a visual and verbal
language which reflects who you are in a way
that lets your stakeholders see you at your best.

Luxon Carrą's way of working with clients engages
hearts and minds on every level by using rational
analysis to evoke emotional responses.

We make sure that vision and expressions of
that vision, explicit statements of belief and
purpose, names and appearance, visual identity
and symbols and tone of voice, are all carefully
orchestrated to manage the process of
communication - across the board.