"A Bookshelf Brand" - it sounds like it might be a compliment doesn't it? We might think that our bookshelf is where we keep our important stories and reference resources. I can see how one could think that way, but I'm referring to brands that are inactive for any reason. You might be a bookshelf brand if:
1: You have no idea what your brand values are, let alone understand whether management's values compliment them or not.
2: You've actually gone through a branding process and the report is gathering dust on that bookshelf. You're a planner not a doer.
3: You're not actively marketing yourself whether that is online or off line. You allow your competition to define who you are.
4: You're not controlling your brand image. No consistency in your image is costly and confusing.
5: You have no compelling story to tell. Your brand stands for nothing and just follows the lead of the competition. Lost in a sea of sameness.
The answer - Take those books off the shelf and get your brand happening. Tell a compelling story that will resonate with customers and get them to consider you beyond price. Stop thinking about branding and start doing something about it.
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