2. Top management support is crucial to a brand’s success.
3. A brand’s identity must be frequently and consistently presented.
4. Profound customer knowledge is essential to building winning brands.
5. The brand and its products and services must exceed customer expectations.
6. Brand building begins with awareness.
7. Relevant differentiation drives customer brand insistence.
8. A brand should strive to evoke emotions and create sensory experiences.
9. A brand should exhibit admirable human qualities.
10. A brand must stand for something.
11. Constant product and service innovation build strong brands.
12. A brand should strive to create a sense of community.
13. The corporate culture must reinforce the brand essence, promise and personality.
14. Internal brand building is essential to external brand building.
15. Front line employees are key to a brand’s success.
16. Co-creating a brand with its customers will help the brand continue to thrive.
You will know that your brand is winning in the marketplace when...
- The brand is mentioned to customers and potential customers, and they brim with enthusiasm in their response.
- Your brand’s external messages “ring true” with all employees.
- Employees are enthusiastic and consistent in recounting what makes their brand special.
- The brand’s market share is increasing.
- Competitors always mention your brand as a point of reference.
- The press can’t seem to write enough about your brand.
- Your CEO has a strong vision for the organization and its brand. He or she talks more about the vision than financial targets.
- Your organization’s leaders always seem to “talk the brand” and “walk the brand talk.”
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