3 Steps to Build Your Big Bold Brand
I will be presenting during the Innovate South conference this week. The topic: Big Bold Brands: Build it, Don’t Blow it. If you haven’t already registered, there are a few tickets left. Click here to sign up today. If you are going to be attending, be sure to catch my presentation on Thursday at 1pm. I’ll give you a little preview.
When you think about big, bold brands, Nike’s “Just Do It” and Apple’s “Think Different” might be the first thing to come to mind. Those tag lines/campaign slogans are big and bold – but they aren’t brands.
A brand isn’t a logo. A brand isn’t a company. A brand isn’t a product. A brand isn’t a tag line.
A brand is an emotional connection to a company, product, or service. So, it’s how someone feels about you. Your brand is in the heart of the beholder.
There are 3 steps to build a Big Bold Brand:
Promise – What is your brand promise?
Consistent delivery of your promise creates trust.
Trust promotes loyalty.
Loyalty leads to advocacy.
Advocacy equals word of mouth marketing.
Differentiation – How do you stand out from the competition?
This is what makes you different.
This is how you get the attention of your target audience.
This is why you should be their choice.
Charisma – Why should anyone pay attention to you?
You have to be dedicated to your aesthetics.
You can pick a fight with your competitors.
Use humor to show your personality.
Your name and logo can help you stand out.
Know who you are.
Tell emotionally engaging stories.
Use tools to communicate your message.
If this sounds like some marketing mumbo jumbo that you need in your life then be sure to attend the Innovate South conference, November 13-15 in Downtown Lafayette. It will be informative, fun, and I’ll be passing out stickers.
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RUSSO is a strategic branding agency that uses consumer insight to change the conversation; forming emotional connections with the target audience. To learn more, click HERE to learn more about our process, RAZOR BRANDING.
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