To become a financial asset for your company a brand needs to have an essence, a promise and a personality. Building your brand requires sustainable differentiators, scientific research and most importantly, focuses on your customer’s point of view. Your brand should also closely resemble the strategy of the business to benefit your end customer. There are three questions your organization needs to answer to achieve top of mind awareness within your business sector. When you have answered the three questions you have the criteria for the top of your brand value pyramid.
Key Takeaways:
[1:26] A brand is a financial asset
[2:56] The #1 predictor for brand success is
[3:36] Brand essence
[5:26] Meaningful differentiation
[8:22] Brand promise - Your vision of your client’s future
[10:02] Whole Foods breaking down the brand
[12:44] The 3 big questions of branding
[15:51] Making intangibles concrete
[18:40] Business strategy and business brand are synonymous
[20:20] Your brand should benefit your end customer
[23:37] What is a brand personality
[25:57] What language do you use to communicate with your clients
[26:53] Brand archetype
[30:05] Playing the brand archetype game
[34:03] Scientific research brings a quantitative aspect to it
[36:40] Tim takes part in a brand value pyramid exercise
[42:53] Today’s option packages are tomorrow's standard equipment
[48:03] Contacting Deb
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