Tuesday, December 4, 2007

Ten Steps to Brand Power.

Let's start with the assumption that you've done your homework and you've established a competitive strategy based on differentiation. Now here's where we go next.

1. Develop a logo that inspires your audience adopting a palette that sets you apart.

2. Use the corporate palette through out your entire operation.

3. Use the same logo on your business cards, stationary, signs, vehicles etc.

4. Everyone in the company must know the same brand message.

5. Your marketing materials must exhibit the same brand image and brand message. Your materials should represent accurately what your companies stand for.

6. Your product or service should reflect your brand values and personality.

7. In your presentation materials - be sure that your brand image is on every page and in the corporate palette. The target audience should always be aware of who is talking to them.

8. Develop a PR presence that reflects the type of brand relationship you wish to create with your customers. Never surrender your brand values just for a little notoriety.

9. Put your differentiation front and center in everything that you do.

10. Talk to your stake holders to be sure that your brand is still on track and they understand exactly who you are and what you are offering.

Maintaining your corporate brand doesn't have to be difficult. Just bear in mind to stay on track with a consistent message. The worst mistake you can make is to tire of your brand image and "update" it way before your market has even come to value it. You have to give it time to make an imapct and work to your favor. Icons for instance can take up to 2 years before they are recognized as the parent company. Have patience and soldier on.

2 comments:

Kevin said...

Greetings Ed,

Your suggestion;

"The worst mistake you can make is to tire of your brand image and "update" it way before your market has even come to value it. You have to give it time to make an imapct and work to your favor. ... Have patience and soldier on."

... is one of the best pieces of brand advice I've heard in a LONG time. I think it's one of the most frequent mistakes made -- especially by small business owners.

Thanks for the insight.
Kevin Skarritt
Chief Nut - Acorn Creative

Ed Roach said...

Hey there Chief,

What I typically tell business leaders who are itching to change, is to use this benchmark as a start:

"When you are getting tired of your brand image and marketing - this is when your target audience is only BEGINNING to see it."

Good to hear from you, have a great Christmas Chief Nut!

 
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