I believe that a brand is your name and the associations that people make with your name when they hear or see your name. People expect that brands stand for something. So it is important that your brand strategy helps others understand your mission and core values.
When people make associations with your name, consciously or unconsciously, people think about what your brand is going to deliver if they engage in the brand experience. So it is important that your brand strategy include a promise statement that helps your internal and external constituents understand what your brand is going to do for them.
Some people will think in terms of return on their investment, whether your brand is considered premium or low cost. When people connect with your brand a set of expectations happen. To ensure that your brand successfully recruits and retains brand champions, you must deliver on your brand promise.
Rex Whisman
Brand Champions Blog
BrandED Consultants Group
Comments