At The Blake Project, we believe that brands must make promises to their customers. They must promise relevant, differentiated benefits. That is, they must offer unique value propositions. And, even more importantly, they must deliver on those promises/value propositions. Leading brands have a highly compelling brand promise and insure that the promise is delivered at each point of customer contact.
According to The Conference Board’s rigorous 1998 “Managing the Corporate Brand” study, the following factors are critical for brand strategy success:
Organization Support
- CEO leadership & support
- Distinctive corporate culture that supports brand promise
- Ability to obtain support from a broad spectrum of employees
- Alignment of brand messages across functions
Brand Presentation
- Strength of brand identity system
- Effective use of visuals/imagery
- Ability to capture the brand in a slogan
As you move forward in building your brand, keep these points in mind:
- The goal of brand equity building is to move consumers from brand awareness to brand insistence.
- Awareness, relevant differentiation, emotional connection, value, and accessibility drive brand insistence.
- Creating awareness is the first step in building a strong brand.
- Strive to maximize brand impressions and accessibility.
- Strive to tell an authentic and compelling story.
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
