Wednesday, March 15, 2006

Secrets of Successful Brands (This is a fantastic exercise that I use to help people discover their brand values)

Successful brands resonate at an emotional level beyond the product we buy and the
service we receive. These brands stand for something that people value. They create
the expectation of a different type of experience. They are recognised as ‘my kind of
company, my kind of people’. Their customers are proud to be associated with the

We cannot give you all of the answers, but we can give you the questions. If you
invest the time to answer the following questions we believe that you will have the
magical ingredients upon which you can develop a unique, exciting and healthy brand.

1. What capabilities do you have now, what are your core values? (A value is
something that you do, even when it hurts!)

2. It is no longer about positioning; it is about taking a position. What type of
people do you strive to be? What will you be famous for?

3. Today’s customers are more connected, more knowledgeable and
consequently more demanding. An explosion of choice also overwhelms them.
Who is your audience?

4. Who else is competing in your arena?

5. What is your destination? Which existing brands do you aspire to, what is their
brand positioning? (These could be a gadget, a beverage, a clothes label etc.)

6. What communication devices will you use? Recognise your customers for who
they are and see things from their point of view, how do they expect you to

7. How will you measure the success of your new brand positioning? What will
the Key Performance Indicator’s be?

Truly great brands have a unique point of view, this positioning will set you apart from other companies, it makes your brand a circle that people want to join and tell others about, it sets up a unique service experience.



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