1. Your brands are more than logos and products; they are the embodiment of your business amongst its customers and the focal point around which their opinions form. Think of it as a living thing that needs constant nurturing to ensure healthy growth. The Disney brand is far more recognisable than its logo. They have built a reputation of making ‘dreams come true’ for their audiences. Disney is known globally as a family-orientated company based on good wholesome values. This has been the pinnacle of how the brand has evolved.
2. Be crystal clear who your consumer or customer is and what you do for them more effectively than anyone else. These two things make for the essential promise of your brand; understand it, and stick to it. The Mini is a great example of this. Through decades (and changes in ownership) it has stayed in touch with its urban, forward-thinking audience and catered for their desire to have some fun when they drive.
"Innocent used minimal advertising at the outset, adhering to the philosophy that, if you build a good brand, then they will come"
John Lewis, for instance, drove its brand forward by staying loyal to its customer base with its “never knowingly under sold” position, promising to beat their competitors on price. John Lewis used this motto for 82 years, resulting in a reputation for caring about customers. Carlsberg clearly targets young to middle aged men with its long-running "probably the best lager in the world" campaign, proclaiming that "if Carlsberg did goal celebrations they'd probably be the best goal celebration in the world", and numerous other variations. Carlsberg is one of the nation’s biggest selling lagers amongst its target audience. It doesn't don’t try to be something its not. It knows what it is and what its customers want.
3. Identify the most effective way to communicate this promise. Advertising is one way but there are many others. If budgets are tight, be focused in your approach and creative in your thinking. Smart PR can be a cost-effective way to get exposure, and to generate word-of-mouth amongst consumers. Just ask the founders of Innocent. The smoothie drinks company used minimal advertising outset, adhering to the philosophy that, if you build a good brand, they will come. They used off-the-wall ideas in the early years, such as sending a minibus round London offering people free lifts. This was a cost-effective way of getting their product recognised. Their tongue-in-cheek advice on the bottles has helped the brand keep in touch with customers and have some fun along the way.
4. Socrates said: “The way to gain a good reputation is to endeavour to be what you desire to appear”. These days, it’s never been more important to walk the walk, as well as talk the talk. Don’t just say what you do – do what you say. Nike the most obvious example, with its constant commitment to creating the best in sporting goods. The world's biggest trainer manufacturer has given customers what they want by customising its products. But perhaps the brand that has excelled most is BP. Against all odds, the petroleum company has redefined its message and helped transform its image to a company that cares about the environment. Its efforts to constantly improve how it operates have been applauded, and thus helped pushed the brand forward.
5. Wherever possible, take a distinctive stance in your market – occupying the middle ground only leaves you open to attack from more angles. Dove went down a 'Real beauty' route that clearly differentiated them in specific markets and built a billion-dollar brand. The challenge is how to reflect the message to local culture. Dove’s attitude towards their products has separated them from other beauty manufacturers, all of which seem to take the same stance. This is why Dove has managed to stand out as a leader in this market and develop a brand with a reputation for excellence.
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