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Actual for You - Branding Basics: Three Important Branding Concepts
Leads groups can be just as powerful as a Power Team if you are able to work them properly. I try to scout out as many lead groups as I can and before making any commitment, I like to gather the cards of each member and set an introductory appointment. I explore what they do and who their best customer is. I also let them know what I do and what I think is my best customer. The final part of the meeting is spent exploring our current database of clients to see if there is a fit. Unlike a Power Team, the leads generated are simply that, leads. We do not collaborate on
* A commitment to customer service
* Self-motivated and energetic personality
* Team-oriented
* Ability to work equally well alone or with others
* Sense of humor
* Positive attitude
* Flexibility to work in a dynamic, fast-paced environment
Statistically, it is easier to get into Harvard University than it is to get a job at Southwest Airlines. If you don’t match this profile, you don’t work for Southwest -- period. Of course, this isn’t the only reason for Southwest’s phenomenal track record of success. But their fanatical devotion to their brand personality and the people who deliver i
Cell phone users, all around the world, love their phones for a number of different reasons. One of those reasons is because many come equipped with voicemail. Voicemail is similar to an answering machine. The only difference is that many voicemails can be retrieved from a number of different locations. If you are a small business owner, you may want to examine what a voice mail service can do for your business.If you are wondering why you need voice mail when you have an answering machine, you are not alone. A large number of business owners are
1. The Brand Promise is a commitment you make to prospects and customers. It answers the question on every customer’s mind: “If I engage in a relationship with you, your product or your company, what can I expect?” The answer to this question must address the big problem solved or the compelling need fulfilled -- in other words, the primary benefit of your product or service. Companies with the clearest brand promises have the strongest brands. And the simplest idea is often the most powerful.
2. The Brand Attributes include all the unique ways you deliver your brand promise. These comprise the feature set that describes the customer’s experience with your company. Common attributes might include your unique versions of quality, customer service, innovation and flexibility.
3. The Brand Personality describes the human characteristics people experience when they encounter your brand. It has by far the strongest influence on the emotional connection people feel toward your brand. Often a company’s brand personality matches the customer’s self-perception of their own personality or a personality they aspire to. Common brand personalities include ruggedness, sophistication, excitement, competence or sincerity.
Of these concepts, the brand promise leads the way because it is directly affected by the value proposition your company chooses. Your brand promise represents the core essence of your brand. It lays the foundation for your relationship with the customer. Take a look at these familiar brand promises and see if you can identify the companies that own them (scroll down for the answers).
1. The safest cars in the world
2. Frequent, low cost flights
3. Everyday low prices
4. Fun entertainment for the whole family
5. Advanced processors with continually improving cost and speed performance
6. A unique coffee experience
7. Low cost computers with minimal hassle
8. Time-certain delivery
9. Refreshment
These companies (how many did you get right?) are market leaders because they have relentlessly focused their entire organization on their brand promise. When you do business with any of them, you know what to expect and what you will receive.
The Essence of the Brand
Brand personality has to do with the emotional connection people have to your brand. It manifests itself in many different ways. It can be portrayed in the pictures and visual imagery of your brand or it can be communicated in the “tone” or “voice” of your communications.
Southwest Airlines, for example, knows that their employees directly reinforce their brand personality. Consequently, they hire only those people whose personalities exactly matches a carefully defined profile:
* A commitment to customer service
* Self-motivated and energetic personality
* Team-oriented
* Ability to work equally well alone or with others
* Sense of humor
* Positive attitude
* Flexibility to work in a dynamic, fast-paced environment
Statistically, it is easier to get into Harvard University than it is to get a job at Southwest Airlines. If you don’t match this profile, you don’t work for Southwest -- period. Of course, this isn’t the only reason for Southwest’s phenomenal track record of success. But their fanatical devotion to their brand personality and the people who deliver it
Ideas are the only assets which have no fixed values. It is equally well known that ideas are the beginning of all achievements. Ideas are the foundation of all fortunes, the starting point of all inventions.This is where it all begins. This stage, as the first, is the one on which the rest build. If you decide on the wrong idea now, then all time and money spent on the project will be a bad investment. You are destined to fail before you are far enough involved to realize it.Given its importance, it would be foolish to just take the first business
2. The Brand Attributes include all the unique ways you deliver your brand promise. These comprise the feature set that describes the customer’s experience with your company. Common attributes might include your unique versions of quality, customer service, innovation and flexibility.
3. The Brand Personality describes the human characteristics people experience when they encounter your brand. It has by far the strongest influence on the emotional connection people feel toward your brand. Often a company’s brand personality matches the customer’s self-perception of their own personality or a personality they aspire to. Common brand personalities include ruggedness, sophistication, excitement, competence or sincerity.
Of these concepts, the brand promise leads the way because it is directly affected by the value proposition your company chooses. Your brand promise represents the core essence of your brand. It lays the foundation for your relationship with the customer. Take a look at these familiar brand promises and see if you can identify the companies that own them (scroll down for the answers).
1. The safest cars in the world
2. Frequent, low cost flights
3. Everyday low prices
4. Fun entertainment for the whole family
5. Advanced processors with continually improving cost and speed performance
6. A unique coffee experience
7. Low cost computers with minimal hassle
8. Time-certain delivery
9. Refreshment
These companies (how many did you get right?) are market leaders because they have relentlessly focused their entire organization on their brand promise. When you do business with any of them, you know what to expect and what you will receive.
The Essence of the Brand
Brand personality has to do with the emotional connection people have to your brand. It manifests itself in many different ways. It can be portrayed in the pictures and visual imagery of your brand or it can be communicated in the “tone” or “voice” of your communications.
Southwest Airlines, for example, knows that their employees directly reinforce their brand personality. Consequently, they hire only those people whose personalities exactly matches a carefully defined profile:
* A commitment to customer service
* Self-motivated and energetic personality
* Team-oriented
* Ability to work equally well alone or with others
* Sense of humor
* Positive attitude
* Flexibility to work in a dynamic, fast-paced environment
Statistically, it is easier to get into Harvard University than it is to get a job at Southwest Airlines. If you don’t match this profile, you don’t work for Southwest -- period. Of course, this isn’t the only reason for Southwest’s phenomenal track record of success. But their fanatical devotion to their brand personality and the people who deliver i
I encourage you using controversy to differentiate your business from your competitors. But when you do, you’d better know what you are doing.A Mitsubishi dealership in Columbus, OH recently decided to run “A Jihad on the automotive market” ad campaign that declares, “Our prices are lower than evildoers’ everyday, just ask the Pope”.I don’t think everybody who hears the message on the radio takes it well. However, the dealership accomplished one goal — they got everybody’s attention. National media picked up the news and talked about the incident and it’s
Of these concepts, the brand promise leads the way because it is directly affected by the value proposition your company chooses. Your brand promise represents the core essence of your brand. It lays the foundation for your relationship with the customer. Take a look at these familiar brand promises and see if you can identify the companies that own them (scroll down for the answers).
1. The safest cars in the world
2. Frequent, low cost flights
3. Everyday low prices
4. Fun entertainment for the whole family
5. Advanced processors with continually improving cost and speed performance
6. A unique coffee experience
7. Low cost computers with minimal hassle
8. Time-certain delivery
9. Refreshment
These companies (how many did you get right?) are market leaders because they have relentlessly focused their entire organization on their brand promise. When you do business with any of them, you know what to expect and what you will receive.
The Essence of the Brand
Brand personality has to do with the emotional connection people have to your brand. It manifests itself in many different ways. It can be portrayed in the pictures and visual imagery of your brand or it can be communicated in the “tone” or “voice” of your communications.
Southwest Airlines, for example, knows that their employees directly reinforce their brand personality. Consequently, they hire only those people whose personalities exactly matches a carefully defined profile:
* A commitment to customer service
* Self-motivated and energetic personality
* Team-oriented
* Ability to work equally well alone or with others
* Sense of humor
* Positive attitude
* Flexibility to work in a dynamic, fast-paced environment
Statistically, it is easier to get into Harvard University than it is to get a job at Southwest Airlines. If you don’t match this profile, you don’t work for Southwest -- period. Of course, this isn’t the only reason for Southwest’s phenomenal track record of success. But their fanatical devotion to their brand personality and the people who deliver i
Word of mouth! Next question!That was the typical answer of most of my clients over a 25 year period of consulting. Why? Because it was (a) free, (b) easy, (c) obvious, (d) what their customer told them, and (e) free. Did I mention it was free? That seemed to be their criteria in choosing an effective media. What they didn’t want to hear from me was how expensive their campaign might be. But I was kind and gentle when I told them they were completely insane. No, I didn’t really say that. But I wanted to, believe me.The plain truth was
7. Low cost computers with minimal hassle
8. Time-certain delivery
9. Refreshment
These companies (how many did you get right?) are market leaders because they have relentlessly focused their entire organization on their brand promise. When you do business with any of them, you know what to expect and what you will receive.
The Essence of the Brand
Brand personality has to do with the emotional connection people have to your brand. It manifests itself in many different ways. It can be portrayed in the pictures and visual imagery of your brand or it can be communicated in the “tone” or “voice” of your communications.
Southwest Airlines, for example, knows that their employees directly reinforce their brand personality. Consequently, they hire only those people whose personalities exactly matches a carefully defined profile:
* A commitment to customer service
* Self-motivated and energetic personality
* Team-oriented
* Ability to work equally well alone or with others
* Sense of humor
* Positive attitude
* Flexibility to work in a dynamic, fast-paced environment
Statistically, it is easier to get into Harvard University than it is to get a job at Southwest Airlines. If you don’t match this profile, you don’t work for Southwest -- period. Of course, this isn’t the only reason for Southwest’s phenomenal track record of success. But their fanatical devotion to their brand personality and the people who deliver i
A Florida Articles of Incorporation has the following sections.TitleThe title starts with ?Articles of Incorporation of? the name of the corporation, and then states the nature of the corporation, whether it is a business or a non-profit organization.Article One. NameIn this section, the name of the corporation is specified.Article Two. Statement of Corporate NatureSection two is where the nature of the organization is specified, whether the corporation is a business or a non-profit organization.Article Three. Purposesnd personality. Consequently, they hire only those people whose personalities exactly matches a carefully defined profile:
* A commitment to customer service
* Self-motivated and energetic personality
* Team-oriented
* Ability to work equally well alone or with others
* Sense of humor
* Positive attitude
* Flexibility to work in a dynamic, fast-paced environment
Statistically, it is easier to get into Harvard University than it is to get a job at Southwest Airlines. If you don’t match this profile, you don’t work for Southwest -- period. Of course, this isn’t the only reason for Southwest’s phenomenal track record of success. But their fanatical devotion to their brand personality and the people who deliver it has played a major role in their ability to maintain a consistently strong brand image.
These three concepts -- brand promise, brand attributes and brand personality -- represent the essence of your brand, so it is critical to understand the power that comes from the interplay among and between them. By pursuing these concepts with passion and commitment, you can develop a clear, consistent and compelling brand that attracts customers to your value proposition and puts your company in a position of market leadership.
Answers to which companies own the brand promises listed above:
1. Volvo
2. Southwest Airlines
3. Wal-Mart
4. Disney
5. Intel
6. Starbucks
7. Dell
8. Federal Express
9. Coke
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