[We all hear the word branding a lot these days. Read ten articles and you’ll get ten different variations of what branding means. The truth is, branding means different things to different companies.
Take a moment and look around you. Many companies make poor attempts at branding. Most use predictable and common statements to describe their brand, statements like “committed to customer service” or “highest-quality products.”
Anyone can make a weak promise or safe statement. “Committed to customer service” is not a unique brand statement. A great brand is emotional, experiential and alive. It should make a powerful statement about who you are as a company. It should shout out a bold promise that is relevant to your customer. A real brand uses words and images that leave no doubt about what your brand means to your customers and what it promises them. It grabs your customers by the collar and screams, “Here’s who we are, and this is what we’ll do for you.”
How do you feel about the following brand statements?
Option 1: We offer the highest quality products.
Option 2: When it absolutely, positively, has to be there.
Which one speaks to you? Which one makes a bold promise? Which company do you want to do business with?
Creating a powerful and unique brand takes guts and a commitment on your part to truly stand for something. We call it a “Brand of Distinction.” Your Brand of Distinction lives deep down inside of you. You need to identify it and find a way to bring it to life. When done right, no one can ever take away your unique Brand of Distinction.
Finding your unique BOD can be very difficult to do on your own. If you need help, just call us.
Until next month…
