It’s easy to forget how important something as intangible as “brand” is to the success or failure of a business. But, to have a long-term business model, the brand is much more important than the particular products and services that one offers today.
Think about the brands you’ve come to know and love and how they’ve adapted over the years. See how a strong brand changes over time, but keeps its core values intact.
Audience insight
A strong brand knows exactly who its audience is, what it needs, wants, fears and wants. The brand will continue to provide solutions to its ideal audience over time and will not remain stuck in the past.
product differentiation
A strong brand can be instantly distinguished as unique from its competition, and business owners know exactly how to do that through their strong marketing messages.
brand promise
The brand promise takes into account the brand’s position in the marketplace and can be articulated to the public through marketing or demonstrated through actions. The promise is implied for the audience in an intangible way.
competitiveness
The strongest brands know where to compete, whether it’s on price, service, or some other criteria. Brand ambassadors know exactly what advantages their brand offers over other brands and can easily express it.
message consistency
All brands need to send a consistent message across all marketing channels to avoid confusion and washed out branding. While brands need to understand the subtleties of different social networks, they must first know who and what they are.
powerful vision
Your ability to tell your brand story in detail while also sharing your vision with your audience is critical to creating a strong brand that can stand the test of time. The vision informs the marketing efforts that drive the message.
product knowledge
This is gained through excellent marketing programs that pay attention to the benefits of the product, targeting the ideal audience. It seeks to ensure that even non-customers are familiar with the brand and know that it is trustworthy. The customers are very loyal and are repeat customers.
Passion
The joy and focus that passion brings to the table when it comes to your product and service will sustain the brand in times of scarcity as well as times of plenty. Passion will also enable you and your team to provide world-class customer service and spectacular continued development of products and services.