In his book Build a Brand in 30 Days, Simon Middleton, the brand strategy guru suggests that brand is not a static thing but an ever-changing and dynamic one. He goes on to look at why brand meaning should matter to any company you can name; and why it should matter to you. Simon says that without brand every company will just be a name and nothing more. It is 'brand' that gives every business a personality and presence in the world. It is brand that enables us to understand them, and allows them to communicate with and sell to us.
If you are an individual or better still a company, brand gives you stability, growth potential, loyalty and longevity.
Now how do you know whether you have a strong brand or a weak brand? We will examine the characteristics of both weak and strong brands so that you know where your business falls.
Weak Brands exhibit a combination of the following:
- few people know about the brand
- few people understand what the brand is about or there are mixed messages or perceptions about the brand
- people can't remember the name
- you have to explain at length what your brand is about before people say "oh yes, I got it now"
If your company is characterized by a combination of any of the above, then I'm sorry to tell you that you have a weak brand. But don't beat yourself up because of this. I will give you tips to help you improve your brand in the coming days; so just watch out for the next in this series.
Peace and love to you.
Edem
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