Connecting With Your Brand

Recently I read an article about branding that I thought raised an interesting point. It asked marketing managers to answer the following question:

Do you have a brand, or do you just have a popular product?

A brand, of course, represents an attitude or personality and can therefore be extended beyond its original product. A popular product is, well, just that. It’s obviously something that people need, but most likely not something people connect with.

For instance, a $399 Acer laptop is the #1 selling laptop on Amazon.com as I write this. But you’ve probably never seen someone put an Acer sticker on their car. I have, however, seen a fair amount of cars with Apple stickers on them.

So let’s say you do have a brand. How can you remain true to it? Well, for starters, it’s important to revisit your brand from time to time. After all, every initiative your business undertakes either supports your brand’s strength or weakens it. And since you’ll obviously want to increase your brand value over the long term, here are some questions you’ll want to ask yourself.

Brand Promise

  • What is your brand promise (value proposition)?
  • What differentiates your offering from competitor’s products and services?
  • How do you provide customers with superior value?

Brand Attributes

  • What words do you associate with your brand?
  • What would your brand be if it were an automobile, celebrity or animal?
  • What does your brand stand for?
  • What benefits does your brand offer customers?

Brand Positioning

  • Who are the brand’s current customers? Will your future customers differ? If so, how?
  • How do your customers interact with your brand?
  • Who are your target customers and why?
  • What’s your company’s vision?
  • What’s your company’s key competitive edge?
  • How’s the public perception of your brand? Is it relevant?
  • How do employees view your company and brand?
  • How would you like to see your company perceived?
  • What are your brand’s strengths and weaknesses (internally and externally)?
  • How do you offer maximum value to your customers?
  • How is your brand positioned in the prospect’s mind when compared to competitors?
  • What are the brands your brand competes with? How do you view them?

Brand Equity

Can you assess how your brand is doing in each of these brand equity areas?

  • Perceived Quality
  • Name Awareness
  • Brand Associations
  • Brand Loyalty

Once you’ve taken the time to answer these questions, you might be surprised with by difference between the reality of your brand and your perception of it. Sometimes, companies have moved beyond their brand. And in other cases, they’re falling short of it. If you find either of these situations to be the case, we should talk about what it’ll take to get your brand re-aligned.

Renee Solomon | Principal & Chief Creative Officer | Soloflight Design

Written by soloflight in: Marketing Perspective |

1 Comment »

  • [-]

    electronic commerce…

    Couldnt be more on your side, good reading it!…

    Trackback | December 22, 2008

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