Tips for enhancing your brand
What is your brandʼs Vision ?
- In five or less words sum up what your company does.
- Ideally, vision focusʼs on a deep consumer need that the organization has unique abilities to meet.
What values does your company subscribe to ?
- Your values tell people exactly how your going to accomplish your goals.
What are the good and bad features/attributes of your brand (company, product,
service) ?
- Stand in your prospects and clients shoes and see your business from their perspective.
What are the bad aspects of your brand, and how can you dispose of them ?
- This is particularly important with prospects, as youʼve not build good will with them that can make previously satisfied clients more tolerant.
What are the practical benefits associated with each of the good features/attributes ?
Again, donʼt assume you know the clients perception, ask for feedback.
Can you extend those features and benefits associated with each of the good features/attributes ?
Can you extend those features and benefits to form emotional characteristics for the consumer ?
Does the brand achieve any of the following ?
- Make people feel more in control ?
- Is it nostalgic of something from their childhood ?
- Does it make them feel warm and safe ?
- Does it offer a sensual experience ?
- Does it make them feel smarter or frugal or important ?
- Does it make them feel more connected to the group they most admire ?
What are the rational and emotional personality characteristics of your brand ?
Following are the most popular personality attributes (brandingstrategyinsider.com)
- Innovative (45%)
- Professional (41%)
- Responsive (36%)
- Caring (32%)
- Reliable (27%)
- Customer focused (27%)
- Trustworthy (23%)
- Service oriented (18%)
Others with frequent mentions:
Approachable, Collaborative, Committed, Creative, Dedicated, Dependable, Diverse,
Dynamic, Easy to work with, Efficient, Entrepreneurial, Focused, Friendly, High quality,
Honest, Inspiring, Leader, Positive, Practical, Resourceful, Respected, Science-driven,
Visionary, Welcoming
“I'd love to see a company's personality reflected in its stated vision. Why do these statements have to be the same? I'd like to see some managerial courage reflected in a vision statement.”
How can you use the brand personality to attract and retain more customers ?
If your brand characteristics are
- Innovative
- Expert
- Collaborative
- Easy to work with
- Positive
- Trustworthy
Would you send the same marketing to a small Business to customer company client as to Marketing agency ?
How can you deliver on the promise of your brand ?
Any successful brand positioning project must evaluate all potential brand promises
against these three criteria –
- Unique
- Compelling
- Believable
The winning promise must deliver against all three criteria or it wonʼt work.
The brand promise is the most important part of a brandʼs design. A brand must promise a relevant, compelling and differentiated benefit to the target customer.
People often confuse benefits with attributes and features. The brand must promise a benefit, not an attribute or feature. The benefit must focus on points of difference, not points of parity.
The ideal benefit to claim has the following three qualities:
- it is extremely important to the target consumer
- your organization is uniquely suited to delivering it
- competitors are not currently addressing it (nor is it easy for them to address it in the
- future)
Branding advice kindly supplied by Promotion Media, Wiltshire at a 2009 Ellevate Networking meeting in Salisbury, Wiltshire, by:
