Let’s not kid ourselves. Branding is tough.
There are so many competing brands and messages, it’s can be hard to capture a consumer’s attention (and his/her buying power). But there are some brands that consistently breakthrough and get recognized. We often fast-forward, mute or pause advertisements, for instance,, but we’ll slow down the DVR to watch especially good ones from Volkswagen, Target or Doritos.
But its not just ads. Products and services capture our attention, too. How many of you have friends that are so completely brand-loyal they’ll tell anyone who’ll listen about the virtues of their favorite brand (I’m thinking of Lululemon in particular)? I know I do. So what are these brands doing that’s helping them cut through the noise and turn consumers into brand ambassadors? More importantly, what can your brand take away from these brands?
It’s crucial to constantly learn from well-loved brands.
Even the most skilled branders, marketers and entrepreneurs can benefit from brainstorming with others and mentally challenging themselves. But it’s really important to take these lessons from brands that are outside of your business category.What does this kind of lateral thinking have to do with great branding? In a word, everything. As entrepreneurs, business owners and marketers, we’re so concerned with what the competition is doing, we forget to look toward brands that are winning. Consumers don’t have this narrow view. They notice when a brand provides great service, and they come to expect it as standard. That’s good for you if you deliver excellence. If not, well…
BrandTwist’s foundation is built on lateral thinking, in part because it’s so effective, and in part because it helps others to be just as successful. Even if you’re a business of one, you can use best practices of brands like Apple to improve your own customer experience. The trick is to pick an inspirational brand that is as far away from your business category as possible. Let’s say you sell lingerie to women; you should twist your brand with a masculine, high-tech brand like BMW. What would BMW do to rev up your business? Think big picture. I guarantee that if you twist your business with just a few brands in other categories, you’ll come up with hundreds of actionable new ideas in a short amount of time.
COME TWIST WITH ME – AND TEST DRIVE SUCCESS
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“Julie’s active participation in Brand School and feedback was amazing and helped a LOT. I received great value from this program.” – Leslie Hughes, PUNCHmedia