Skip to main content

Your Brand is meant to answer a question.



So many people are concerned with how to brand, what branding means to their business, whether they should brand at all, and more. Friends of mine are branding experts, have written books about the topic. I’ve written on it before, mostly from the perspective of personal branding. I was thinking about this today and wanted to share a perspective: your brand is meant to answer a question.

WHAT DO YOU DO FOR ME?

Apple means what to you? Elegance? Design? What does it do for you? Most people like Apple because it “just works.” What car did you choose? What does it say about you? What does it do for you?

The question of branding isn't all that complicated. Answer it however you believe you can best serve the people of your community. But it’s the next part that’s difficult.

HOW DO YOU DELIVER ON THE PROMISE OF YOUR BRAND?

But the DELIVERY of the PROMISE of your brand is everything. Which airline do you like? Any of them? I like Virgin American, and I like JetBlue. I like Porter. That’s about it. Why? Because the other brands failed to deliver on the basics, let alone their promise. I can think of brands that I love because they are 100% tied to their promise. My Honda Civic is a powerful muscle car. That’s the promise. It delivers. My Samsung phone is geeky Android goodness and has a long battery life. (The promise with the Samsung is that you can customize it to be all about you. Fine by me, but I don’t care about that.)
So first, you have to answer the question. Then, you have to deliver on whatever you answered.

Popular posts from this blog

Overview of Social Media Marketing

Social media marketing refers to the process of gaining traffic or attention through social media sites. Social media itself is a catch-all term for sites that may provide radically different social actions.

Use social media marketing to listen, analyze, publish, and engage across networks. Align your marketing, customer service, and sales efforts on social — strengthening customer relationships.


Listen and analyze. Hear conversations from over 650 million different sources with social listening tools. Discover what consumers are saying about your brand, your products, and your competitors. Discover trending topics and influential conversations — then use that information to inform your marketing decisions.
Plan and publish. Plan, execute, and track social media marketing campaigns. Customize and craft your content from multiple sources, while protecting your brand with configurable approval rules and a full audit trail. Manage social strategy, tailor campaigns, and drive social awareness…

Why Digital Marketing and Web 2.0 Important To Business?

DIGITAL MARKETING

Digital marketing technology helps you understand and reach your audience most effectively so you can generate the most revenue.  For advertising campaigns, ad serving technology makes it possible to serve the right ad at the right time to right person.  That means your advertising is being as productive as possible. When technology is working for you, you’ll understand your audience at a whole new level, and it will show up on your bottom-line.


NEED FOR THE STUDY The pace of change in today’s business environment is faster than ever. New markets, technologies, and opportunities are arising on a daily basis. Current ways of doing business need to be adapted or they will become outdated. Organizations and enterprises have to become agents of evolution to be successful; as victims of evolution they risk failure. With so many dynamics operating in the global economy, Digital Marketing is now more than ever an effective tool to make a company stand out from the pack.

The pe…

Rural and Urban Marketing Linkage

MARKET LINKAGES
Some general principles need to be clarified to provide a basis for understanding food-marketing systems within a development context. In order to make any effective interventions in a marketing system it is necessary to define the types of marketing channels, their linkages and functions.
The term “market linkages” is often referred to in the literature on rural development. what precisely does it mean? The term linkage obviously implies a physical connection between the producer and the ultimate consumer. Linkages also involve financial transactions - the selling and buying of goods - and can be broadly defined in four different ways:
by the form of financial transactions or type of intermediaries who undertake the transactions;by the channels through which transactions occur and the type of facilities used for transactions;by how they are linked together by transport and communications networks;by the spatial distribution of transactions - where they occur and whethe…