Most people still confuse a logo for a brand. A logo is a symbol, but your brand is the feeling you leave behind. Nike sells confidence. Disney sells dreams. Patagonia sells purpose. Rolex sells status. Tesla sells the future. Airbnb sells belonging. As Marty Neumeier put it: a brand is a customer’s gut feeling about a product, service, or a company.
A brand is your reason for being.
A good brand strategy will: Differentiate you from your competitors so you stand out in your market. Build trust and foster loyalty in your brand by communicating your professionalism and reliability, leading to long-term organic relationships and word-of-mouth marketing. Communicate the value of your product or service to your audience and customers, which helps you improve your pricing strategy. Streamline your marketing efforts helping you expand and scale up more easily. (2) In many way, your marketing strategy comes directly from one's brand strategy. They are distinct, but intertwined approaches that guide a business.
What are we selling?
• Nike does not sell quality shoes, they sell confidence. (Belief)
• Disney doesn’t sell amusement parks, they sell a place where dreams come true. (Experiences)
• Rolex does not sell quality watches, they sell status. (Prestige)
• Patagonia does not sell outdoor clothing, they sell sustainability. (Ideology)
• Air B&B does not sell vacation rentals, they sell a culture of belonging anywhere. (Authenticity)
• Tesla does not sell electric vehicles, they sell innovation. (The next best thing)
Brand Strategy Your brand has seven seconds to make a first impression — that’s why it’s so important to have a brand strategy. (2) A brand strategy defines how a business wants to be perceived by its target audience, encompassing its values, mission, and unique selling propositions, to differentiate it from competitors and build customer loyalty.
Don't preach:
As one of my first writer's said: "Your brand is not my friend." (3) A brand is a customer’s gut feeling about a product, service, or a company. It’s not what you say it is, it’s what they say it is.
If you're a company looking to create a marketing campaign or build an internal agency, contact Kevin Amter. His globally awarded launch campaign for Microsoft Xbox and dozens of other Fortune 500 brands will strategically move your company in a winning direction.
SOURCE LINKS:
(1) Guide to Brand Health Measurement(2) The ultimate guide to brand strategy
(3) Your brand is not my friend. Web 2.0