Four Key Attributes of All Successful Brands.
Branding is about differentiation. About standing out and being easily identifiable in a herd.
But brands are not things that companies and marketers create. Brands are built in the minds of consumers. And the art of “branding” is what allows you to plant that seed in the consumer’s mind.
Many think you have to have a sexy product or millions of dollars to build a brand. The reality is all products or services, B2B or B2C, can build strong brands in the minds of their customers.
How? By focusing on these four key attributes that all successful brands share.
1. The product/service presents a distinct point of difference – Identify the key attributes that set you apart from your competition.
2. The product/service is relevant to its audience – The audience has been identified, and that audience feels a need that can be satisfied by you.
3. The product/service is consistent – The audience, when greeted by the receptionist, when reading a magazine or surfing online, sees and hears the same core message. Verbal and visual cues align across all mediums.
4. The messages are frequent. When you understand what makes you different, who you need to target and what you need to say—then say it. Again, and again, and again.
So remember these four basics of a successful brand: distinct, relevant, consistent, and frequent. And last but not least, ask them to do something. Call-to-actions are critical.