Today’s business environment, fueled by continued innovation and advances in technology – is constantly changing and evolving. But the more things change, the more the basics of branding stay the same. Whether you are just starting out on your branding journey, or have a well-established business, everyone can use a refresher to get ahead in today’s competitive markets.
At Brand School we are big believers in starting with and sticking to the basics, and once you have them down, revisiting them from time to time to keep your branding goals fresh. By following the ABCs of Branding you can build a stronger, more profitable business:
A – AIM FOR A SPECIFIC TARGET; DON’T TRY TO REACH EVERYONE.
The biggest mistake that businesses make is they try to reach every body and they end up connecting with nobody. It may sound counter-intuitive, but the narrower your target – the wider your success. Zero-in on a specific type of person and delve deep to know what makes them tick, what keeps them up at night, what’s missing that your product or service can help address?
B – BE YOURSELF – BRING YOUR PERSONAL BRAND TO THE TABLE.
“I’m not a businessman / I’m a business, man!” - Jay-Z
Jay-Z got it right. That’s what personal branding is all about. It’s not only your commercial brand that delivers a message to the marketplace; YOU do, too! A personal brand is how you tell your story, what makes you unique and it supports your business brand. The more memorable your personal brand is, the more memorable your business may become, too. For example: Richard Branson’s personal brand of having fun and challenging the status quo supports the Virgin promise to shake things up.
C – CONNECT WITH YOUR TARGET ON AN EMOTIONAL LEVEL.
Great brands don’t just help to get things done – they help people feel differently about themselves. Your Brand Promise needs to be more than about functional benefits. You need to really connect emotionally. Starbucks isn’t selling coffee; it’s promising community. Nike is not about running; it’s about achievement. Apple isn’t selling technology; it’s letting our imaginations take flight. Small businesses and entrepreneurs in particular need strong brand promises. Don’t waste your precious dollars with “me-too” marketing. Connect deeper and create loyal fans that will become Brand Ambassadors and help you promote your brand.
In Brand School we give you easy, actionable tools that you can use from day one to boost your brand’s reach. You’ll have access to our team of experts and enjoy the ongoing support and inspiration from an exclusive community of like-minded business owners and entrepreneurs to help you stay on track and bring fresh ideas to market. Learn more about Brand School and see if your business qualifies for our one-on-one Brand Health Check Strategy Session at BrandSchoolOnline.com