GETTING THE BASICS RIGHT
The core attributes of your brand - relevance, differentiation and focus - are the very basics you have to get right if your brand is to be viable.
This is the area where your brand and your product overlap. The core attributes of your brands are in fact attributes of your product or service offering.
If these attributes are not in place, no amount of publicity will get the brand off the ground. What a marketeer can do however, is to conduct market research and find out what the customers want. Based on that information, a more competitive product or service can be developed.
CORE ATTRIBUTES OF SUCCESSFUL BRANDS
MAKING YOUR BRAND SHINE
Brands are, to a large extent, a matter of customer perception.
The product or service at the core of a brand is fundamental, but if the virtues of your offering remain unknown and unappreciated in the marketplace, you don’t have a brand.
Brand development is, at its best, a dialogue between a business and its market - there has to be talking and listening on both sides. Keeping brand communication simple, consistent and visually appealing increases your chances of being heard.
Poor communication can cancel a brand’s competitive advantage but, as long as your brand has the three core attributes (outlined above), a competent marketeer can come up with a strategy for making it shine. Implementing that strategy will require support from everyone in the business, as all your employees have a contribution to make to your brand’s image.
COMMUNICATING YOUR BRAND EFFECTIVELY
INCREASE THE IMPACT OF YOUR BRAND COMMUNICATIONS