Here are my top-of-mind thoughts on branding today:
- A brand is the personification of an organization and its products and services.
- You should determine your brand's archetype, attitudes, values and personality.
- Ideally, your brand should stand for something admirable to its target customers.
- Distinctiveness is an important attribute of a strong brand.
- Your brand's identity system needs to be robust but flexible enough to work in every environment and application.
- You must present your brand's identity consistently across applications and over time.
- You must remain consistent in your brand's core messages.
- Brands need to evoke emotions and create experiences.
- You need to develop a compelling brand story.
- It is useful to create and use a carefully crafted brand elevator speech.
- When in doubt, fewer brands are always better than more brands.
- Keep your brand's messaging simple and easy to understand.
- Build as many proof points as possible in support of your brand's promise.
- Know who your brand's target customer is.
- Develop deep insight into what motivates that person.
- If you are able, develop your brand into a source of self-expression (brand as a badge).
- Realize that brands are assets that must be managed.
- You can't manage your brand if you don't routinely measure the elements of its equity.
- Don't stop innovating.
- Quality and service are always important.
Brand Aid, second edition is available here.
Post a Comment