Things You'll Need:
- A Great Idea!
-
Step 1
Define what you're in business for?
* What is it that you do and what unique product/service do you offer? What is your USP(Unique Selling Point)
* Define why you exist, and your vision for what you aim to achieve. -
Step 2
What comes to mind when customers think of your brand? What do you want them to think?
* Define what you want your employees, potential employees, customers, suppliers, associates, competitors, and friends to think.
* Your message, and your story must be clear to each of these groups in order for the brand to be understood, supported, trusted, and to thrive in such a saturated market. -
Step 3
Create words and phrases you want to have associated with your brand.
* Is your brand fun, exciting, exotic, historic, serious or innovative?
* Ask your employees what words they associate with your brand. If each says something completely different or if there are inconsistencies, you need to work on defining your brand further.
* Your message must be consistent in all internal and external communication. Including your mission, vision, brand story, tag-line, logo, packaging, advertising - everything must be in line! -
Step 4
Identify why people should come to you rather than the anyone else.
* Defining the benefits and advantages you offer, will help your marketing strategy, and build assurance in your customers mind. -
Step 5
Continuously deliver
* Through every contact you, your product, your employees, your distributors, and sales people makes with the customer you have the opportunity to build trust.
* Through your brand' s clarity and consistency people will develop an emotional attachment, which is turn drives sales, loyal customers and a successful brand.
Comments
irussell said
on 5/21/2009 Good info on how to successfully manage your brand. I think step 5 is where lots of people fall short.