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Creating a Brand That Sticks
September 15, 2010 — Anonymous
When problems come up whether in business or in life, strategies have to be put in place to solve them. But problem solving itself needs to have a strategy – some standard approach that immediately disseminates the problem into a situation – and that situation, by being acted on is no longer a problem, it’s simply a process.
Let’s play a little mind association game. I’ll say something and you tell me what you instantly think/see/envision:
Now let’s do that again:
You can do it. We can help…
That was easy…
If you’re like me, your poor little brain automatically envisioned the company associated with those slogans.
Another thing those slogans do is remind you of an experience; a particular feeling that the product want you to associate with them.
They’re selling you an experience. They’re selling you a brand.
It’s becoming more and more apparent: brand sells.
By having an effective brand you can have a strong emotional connection to your customers. People hear the name of your business and they instantly think about what that means to them.
Remember how important an emotional connection is in making a sale? Brand gives all that and more.
Chances are you already have a brand – whether you know it or not. Your brand is who you are to yourself, your staff and to the public.
What you really want is a great brand that truly represents your company, one that you can be proud of and one that can help guide you in everything you do.
How do you clarify what your brand is? How do you make a great brand?
Step One: Ask yourself, your team and your customers the following questions (to be answered in 20 words or less):
- What does your organization do?
- Why do people come to you?
- How do people feel when they use your product or service?
Step Two: Clarify your vision statement. Everyone has a vision/mission statement – it’s kind of “the thing to do” as a business. If your vision statement is old, if it doesn’t reflect what you are doing in your business (because businesses evolve), or if it doesn’t reflect your brand – then it needs to be rewritten.
Sit down with the key players in your organization and decide:
- What want to do, and
- How you want to do it.
That’s your mission statement. That is your goal as a business.
Step Three: Take the feedback from Step One and the vision statement from Step Two and write out a clearly defined Brand, one that:
- Addresses your public image
- Reflects your values as an organization
- Defines how you want your customers to feel – the experience you deliver.
- Says why people come to you
Now put that brand to work:
- Teach it to your team.
- Put it into every aspect of your marketing.
- Make it part of your decision making process – How does this reflect our brand?
FocalPoint Business Performance Coaches have an exceptional brand of their own, Brian Tracy. We have the tools and training to help you develop the brand that is right for your business. Contact us for some free coaching advice, we’d be happy to help.