We understand your customers trust you. You have a personal relationship with them, but they also have a relationship with you as a brand .
We are here today to talk about your brand. If a company wants to grow, especially in a down economy, they must pay attention and manage their brand – and then they must give their consumers a say in the brand.
If you don’t articulate your brand, the competition will.
It is not just the name, symbol, design or mark associated with a brand. It is the experience a consumer has with a brand that enhances the value of the product or service beyond its functional purpose.
It identifies a promise. A strong brand is a trustworthy, relevant, distinctive promise. It is more than a trade mark.
A company leader should be able to articulate their brand. Every team member should also be able to do this. Think about the words that describe your company’s difference. Then, go deeper describing what these words mean to YOUR company.
Today, we realize that the world is not a linear system (one thing leads to another and is repeatable).
We know the world is a network – and you should think of your brand this way, too.
According to Martin Lindstrom author of Brand Sense , brand is a network of “sensory experiences” including visual, audio, touch and feel, smell – that combine to create a brand experience. This is true for B2C and well as B2B.
Brand today, is not a linear brand promise developed and delivered through impersonal, outbound mass media.
Brands must be thought of as a combination of the marketer and the consumer both adding something and both taking something away from the exchange.