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Archive for September, 2009
Top Secrets to Building a Strong Brand on a Budget–Part I
Strong brands don’t only belong to companies with the largest advertising budget, most celebrity endorsements, and snappiest jingles. All companies with strong brands have one thing in common: They know who they are and what they stand for. And, they use this knowledge at every internal and external touchpoint. A successful brand has a lot of research and thinking behind it. And, I will let you in on one big secret: it doesn’t always involve a lot of money.
During the past 19 years, I’ve helped hundreds of companies, both small and large, build their brand from the ground up. I’ve learned some secrets that I’d like to share with you. Use them to beef up your brand.
Be yourself both inside and out. Figure out who your company is, how it is perceived by others, and what it stands for. Online questionnaires, focus groups, and phone conversations with your customers and stakeholders can help gather this information. Get answers to these questions and align your organization with the value it brings to them. That means keeping this promise and personality whether you are training employees, answering the phone or communicating with your customer. For instance, if your organization is all about speedy service, then your website better load quickly.
Clearly communicate who you are. Narrow down one primary promise your organization can make to customers, and articulate it well. Having multiple promises that are vague will only confuse the situation. When you clarify this in a way that employees, stakeholders, and customers can use as a compass for making decisions, then you have the core for a strong brand.
Be relevant. A strong brand means something to its customers. If your customers care about what you’re offering, and you are solving a problem for them, your brand will deliver. Look beyond the expected promises such as quality, service or integrity, and focus on your organization’s unique value.
Would you like to share something that has helped build your brand? Check out my next posting for more secrets to building a strong brand on a budget.
© Copyright 2009. Banana Creative. All rights reserved. Would you like to reproduce portions of this article? Please contact Banana Creative for permission.