Fiona McIntosh: Build your brand around the customer

Authored by Hiscox Experts.
2 min read
Read Fiona McIntosh's unskippable advice

I think that it's really important, when you build a brand, to know who your customer is. 

It's about trying to explain as simply and easily as possible what it is you do.

Hi, my name's Fiona McIntosh and this is my unskippable minute.

What you need to do, first of all, is to know your customer inside out. You need to identify who that person is and what's going to appeal to them. You build your brand around that.

I think, particularly with a new tech brand, if there's been nothing around before like it, you do have a big job educating customers as to what it is you do.

When you're a champion of the brand, you have to steer it through lots of different events and changes in the world, and make sure that you're constant.

I think that the brand consistency is really important because your customers have already built up an affinity with it.

It's important, when you're running a brand, to also be totally aware of how your customer is changing as well. I don’t think you can ever stay still.

Your job as a brand champion is to make sure that people understand what it is that you do and really want it: 'I've got to have it.'  

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Hiscox Experts

The Hiscox Experts are leaders valued for their experience within the insurance industry. Their specialisms include areas such as professional indemnity and public liability, across industries including media, technology, and broader professional services. All content authored by the Hiscox Experts is in line with our editorial guidelines.