On October 23rd, 2014, we updated our
By continuing to use LinkedIn’s SlideShare service, you agree to the revised terms, so please take a few minutes to review them.
Your brand and reputation starts with your employees, executives, business partners, vendors, editors, advertising, media, web, materials, and customers. All employees should know your value proposition. What differentiates your brand from others.
PROTECT YOUR COMPANY’S REPUTATION Customers are increasingly making brand choices based on the total reputation of an organization. (How it relates to all internal and external stakeholders).
BUILD COMPANY’S BRAND AROUND CUSTOMER PREFERENCES
Continually research and respond to changing customer preferences
CUSTOMERS DEMAND BRANDS THAT ARE PERSONAL AND NOT MASS PRODUCED
Customers want more than a transaction – they want an “experience” with your brand
This is the reason iPod is so much more successful than traditional CDs.
ANTICIPATE EVERY ENCOUNTER OR TOUCH POINT A CUSTOMER HAS WITH YOUR BRAND – A 360º VIEW
BRANDS SHOULD CREATE EMOTIONAL TRIGGERS… TO BUILD CUSTOMER RELATIONSHIP
Helps customers to live more efficiently
People want to be seen with it
Builds community/peer interaction
CONSUMERS WANT THEIR BRANDS TO SUPPORT CAUSES
SUCCESSFUL BRANDS ARE SIGNIFICANTLY DIFFERENT. NOT JUST A LITTLE BIT BETTER
Differentiate your brand in a way that is relevant, believable and defensible. Most companies and their products fall short here.
SUCCESSFUL BRANDS DELIVER ON THEIR PROMISE
-Don’t just say you are better – prove it
THE IDEAL BRAND WILL MOVE BEYOND MARKET SHARE INTO MARKET CREATION
Understand your customer’s needs and motivations – before they do
Don’t focus on the business you’re in today… design your solution around where you’ll need to be tomorrow