It’s a useful exercise to anthropomorphize. So close your eyes (before reading any further) and envision your company’s brand as a living, breathing thing. Got the picture in your mind?
I hope you see a unique being with its own character, personality, purpose and behaviors. And like any living thing, it must be cared for to reach its potential and be a sustainable brand. Here are best practices to grow and tend your brand for longevity:
- Strategize. As we move in sophistication from thinking about brands as logos to brands as experiences, you must use your brand promise to drive business planning. This means that the most important question you can ask is, “What should we do this year to increase our brand value difference in the market?” Your brand must be your primary strategy driver, not just something you communicate. You must be committed to your brand’s value over time and invest in actions that deliver more of your brand promise to the market. So if your brand is about being the best partner, for example, dedicate a portion of your annual planning process to shoring up current partnerships and identifying ways you can be a better partner at all levels. Read the rest of this entry »
