Why does a brand matter?
Customers face a huge array of choices when
choosing goods and services. Often,
what makes one stand out from the others — and
prompts a decision to buy — is the
set of ideas and feelings connected with
the brand.
What are the advantages of a strong
brand?
It generates more sales, at higher prices — and
also more loyalty and repeat sales.
Is Cornwall already associated with a brand?
Yes, but it’s rather clouded by perceptions
based on tourism and leisure, which are not
always helpful to other sectors.
Why do you want customers to
see Cornwall in a different way?
This is about promoting Cornwall’s business identity. If customers only see Cornwall as a leisure
destination, they may not be convinced or aware
that it’s a good place to do business
or buy certain goods from.
What’s wrong with the way
customers see Cornwall?
Nothing at all. However, research reveals tourism is what people think of first not ‘business’. Therefore, if customers believe that we spend all our time living the relaxed lifestyle they themselves enjoy on holiday, they may not see us as professional and capable of producing the highest quality goods and services.