Not So Secret Key to Branding Your Company
Wikipedia states that a brand is a collection of symbols, experiences and associations connected with a product, a service, a person or any other artifact or entity. Your brand is expressed as a promise to deliver unique value. Your brand defines the difference between you and your competition. There are many books, articles and blogs dedicated to branding, but I think most of us, as business owners, forget one important thing about our brand. It is a promise to DELIVER.
How do you deliver unique value? What experiences and associations do your customers connect with your business? Are you true to what you want your brand to be? If you say you are the best at something, do you really deliver the best? If you provide the cheapest price, best quality, exclusive service…will the market call your company a liar? You can’t please everyone. From time to time, you will face challenges that will cause you to deliver contrary to your brand promise, but in the end, do you deliver consistently on your brand promise?
This was just a thought after I read some marketing copy for a company that I know is not true based on personal experience and as expressed to me by many of my customers and colleagues. This company’s idea of their brand is not the same as shared by many of their customers. What kind of word of mouth advertising do you think these customers are delivering? This company definitely needs to refocus their brand and their delivery process and standards if they hope to survive.
In the end, your brand is not what you define, but what the market defines it as.
So, what is your brand promise and how do you insure your company lives up to your brand’s promise?
The knowledge of many is much stronger than the knowledge of one. Share your business problems with us to get the collective brain power of UMN invested in a solution for you.
Charles Bryant
URBANMarketingNetwork.com
4 Comments to Not So Secret Key to Branding Your Company
[...] rest is here: Not So Secret Key to Branding Your Company Share and [...]
DuefefsfawlMarch 12, 2009
Thank you!
[...] To be unique, try being quiet, softer, less flashy, turn off some of the noise. Say what you mean, get to the point, be simple. Let your brand and your message take center stage and speak in a unique tone to
[...] show and prove. If you believe in your product or service, give potential clients a taste of your brand promise
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March 2, 2009