The Most Important Rule of Branding

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Maybe you think a having a strong brand is enough – but it’s not. Not only do you have to understand what your brand really is (not just what you want it to be), you have to figure out what your brand, and only your brand, delivers to the marketplace. Without that secure base? Your brand is the walking dead.

Published in: Marketing

The Most Important Rule of Branding

  1. 1. The Most Important 
 Rule of Branding Tamsen Webster VP, Strategy SME Digital | Social Media Explorer
  2. 2. Know something?
  3. 3. ?
  4. 4. You can learn a lot from zombies.
  5. 5. What?
  6. 6. Oh, just the most important 
 rule of branding:
  7. 7. Build a secure base.
  8. 8. Build a secure base.
  9. 9. Build a secure base.
  10. 10. Think about it.
  11. 11. Your brand is under attack.
  12. 12. You’re battling:
  13. 13. Invasion from your competitors…
  14. 14. …Inattention from your customers…
  15. 15. ZZ Z
  16. 16. …and inertia from within.
  17. 17. But without a secure base?
  18. 18. You’re the walking dead.
  19. 19. You’re the walking dead.
  20. 20. You see, your “brand” isn’t just about you.
  21. 21. It’s an interaction.
  22. 22. ?
  23. 23. There’s you...
  24. 24. …and what you 
 want your brand to be.
  25. 25. “Fly the friendly skies!”
  26. 26. But there’s also your customers…
  27. 27. ☺☺☺
  28. 28. …and what they 
 think your brand is.
  29. 29. “You break guitars!” ☺☺☺
  30. 30. Your brand’s there.
  31. 31. Your brand ☺☺☺
  32. 32. In the intersection between them and you.
  33. 33. In the intersection between them and you.
  34. 34. In the intersection between them and you.
  35. 35. But that’s not the answer.
  36. 36. This is:
  37. 37. You
 Your customers Your competitors A Secure Base
  38. 38. You
 + Your customers Your competitors A Secure Base
  39. 39. You
 + Your customers - Your competitors A Secure Base
  40. 40. You
 + Your customers - Your competitors = A Secure Base
  41. 41. In other words…
  42. 42. It’s what you, and only you, 
 can deliver.
  43. 43. Your secure base ☺☺☺ Model adapted from Peterson, Erik and Riesterer, Tim, Conversations That Win the Complex Sale, McGraw-Hill, 2011
  44. 44. And from there?
  45. 45. You can battle anything.
  46. 46. Inattention.
  47. 47. ZZ Z
  48. 48. Inertia.
  49. 49. Invasion.
  50. 50. And?
  51. 51. (of course)
  52. 52. Zombies.
  53. 53. (How? Ask us!) SME Digital | Social Media Explorer info@socialmediaexplorer.com www.socialmediaexplorer.com 888-473-1836

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