What are the most important considerations in building winning brands?
First, brands are personifications of organizations, products, services and experiences.
The second most important thing to know about building winning brands is that top management support is crucial.
Number three: profound customer knowledge is essential to building winning brands.
Fourth, the brand and its products and services must exceed customer expectations.
Fifth, awareness. Brand building begins with awareness.
Sixth, another brand insistence driver, relevant differentiation.
Seventh, evoke emotions and create sensory experiences.
Eighth, exhibit admirable human qualities.
Ninth, stand for something.
Tenth, while brands are not products or services and products or services are not brands, a strong brand requires strong brand management and constant product and service innovation.
Eleventh, create a sense of community.
Twelfth, the corporate culture must reinforce the brand positioning.
Thirteenth, internal brand building is the hottest topic in brand management today.
Fourteenth, front line employees are key to a brand’s success.
Fifteenth, your brand’s identity must be frequently and consistently presented.
Last, but not least, consider co-creating your brand with your customers.
The Blake Project Can Help: The Brand Positioning Workshop
Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education
