We’ve been in Switzerland for 3 weeks now and did a lot of things such as

snowboarding on a glacier, hiking in the beautiful Swiss mountains, swimming

in the river, visiting the German, French and Italian speaking part of the country, my brother’s wedding in an old castle, working with some of our Swiss clients, spending

time with my family and friends, eating a lot of Swiss delicacies and falling

asleep to the sound of cowbells almost every night. It’s been an amazing and unforgettable time.

I therefore thought I’d dedicate this article to the Swiss people and their unique culture.

Switzerland has managed to build a really strong and recognisable brand. This tiny country is well known for its chocolate, cheese, watches, four languages, technology and the Swiss alps.

One thing that always astonishes me when I come back here is how well Switzerland has managed to keep its culture and habits despite globalisation (I could discuss this topic for days, but I’ll spare you a big socio- political discourse here).

How has Switzerland managed to create this famous ‘brand’ and what can you learn from it for your own business and personal brand?

Taking a Stance:Switzerland is very much taking a stance in Europe (which I don’t always agree with), the country stands for something and its people know that. In your business, don’t aim to go for one size fits all, have an opinion and stand by it.

Protecting Your Brand: Think about how you can protect your brand from people that are trying to harm it. This point needs even more consideration now than before with the use of social media and the possibility for anyone to comment on your brand. The key is simply to not give anyone a reason or opportunity to leave negative comments by always giving great value.

Swiss made: Usually products that carry the label ‘Swiss made’ have the reputation of good quality. How can you create a similar association with your brand? You want your clients and prospects to know that any time they buy from you they get what they asked for or more. You can reach this ‘high quality’ status by constantly making sure the quality of your products and services is exceeding your clients’ expectations. What can you do today to improve and innovate your products and services?

Consistency: Last, but not least is the importance of consistency. Switzerland has consistently been known as the place for quality chocolate, cheese and technology and its branding hasn’t changed much. Heidi is as famous as she was many years ago and the country is safeguarding its historic and cultural legends and stories.

In your business, consistency is a must. For me, there are two kinds of consistencies in a business. Firstly, your brand has the same ‘look and feel’ across the board and is easily recognised.

Secondly, you need to consistently deliver what you promise.

Consistency evokes familiarity which leads to trust which makes it easier for your clients and prospects to work with you.

People fear making a mistake, but when they know and trust a brand, the fear is removed.

What’s your thing and how can you tell people about it?

To your success,

Franziska Iseli-Hall