| A great deal of information (and misinformation) | | | | focused their entire organization on their brand |
| exists around the notion of brands and branding, but | | | | promise. When you do business with any of them, |
| I have found that the essence of a brand can be | | | | you know what to expect and what you will receive. |
| distilled down to three simple concepts. Understand | | | | The Essence of the Brand |
| these concepts and you'll become a branding expert. | | | | Brand personality has to do with the emotional |
| Consistently reinforce them throughout your | | | | connection people have to your brand. It manifests |
| organization and you'll build a powerful brand. | | | | itself in many different ways. It can be portrayed in |
| 1. The Brand Promise is a commitment you make to | | | | the pictures and visual imagery of your brand or it |
| prospects and customers. It answers the question on | | | | can be communicated in the "tone" or "voice" of your |
| every customer's mind: "If I engage in a relationship | | | | communications. |
| with you, your product or your company, what can I | | | | Southwest Airlines, for example, knows that their |
| expect?" The answer to this question must address | | | | employees directly reinforce their brand personality. |
| the big problem solved or the compelling need fulfilled | | | | Consequently, they hire only those people whose |
| -- in other words, the primary benefit of your | | | | personalities exactly matches a carefully defined |
| product or service. Companies with the clearest | | | | profile: |
| brand promises have the strongest brands. And the | | | | * A commitment to customer service |
| simplest idea is often the most powerful. | | | | * Self-motivated and energetic personality |
| 2. The Brand Attributes include all the unique ways | | | | * Team-oriented |
| you deliver your brand promise. These comprise the | | | | * Ability to work equally well alone or with others |
| feature set that describes the customer's experience | | | | * Sense of humor |
| with your company. Common attributes might include | | | | * Positive attitude |
| your unique versions of quality, customer service, | | | | * Flexibility to work in a dynamic, fast-paced |
| innovation and flexibility. | | | | environment |
| 3. The Brand Personality describes the human | | | | Statistically, it is easier to get into Harvard University |
| characteristics people experience when they | | | | than it is to get a job at Southwest Airlines. If you |
| encounter your brand. It has by far the strongest | | | | don't match this profile, you don't work for |
| influence on the emotional connection people feel | | | | Southwest -- period. Ofcourse, this isn't the only |
| toward your brand. Often a company's brand | | | | reason for Southwest's phenomenal track record of |
| personality matches the customer's self-perception of | | | | success. But their fanatical devotion to their brand |
| their own personality or a personality they aspire to. | | | | personality and the people who deliver it has played a |
| Common brand personalities include ruggedness, | | | | major role in their ability to maintain a consistently |
| sophistication, excitement, competence or sincerity. | | | | strong brand image. |
| Of these concepts, the brand promise leads the way | | | | These three concepts -- brand promise, brand |
| because it is directly affected by the value | | | | attributes and brand personality -- represent the |
| proposition your company chooses. Your brand | | | | essence of your brand, so it is critical to understand |
| promise represents the core essence of your brand. | | | | the power that comes from the interplay among and |
| It lays the foundation for your relationship with the | | | | between them. By pursuing these concepts with |
| customer. Take a look at these familiar brand | | | | passion and commitment, you can develop a clear, |
| promises and see if you can identify the companies | | | | consistent and compelling brand that |
| that own them (scroll down for the answers). | | | | attractscustomers to your value proposition and puts |
| 1. The safest cars in the world | | | | your company in a position of market leadership. |
| 2. Frequent, low cost flights | | | | Answers to which companies own the brand |
| 3. Everyday low prices | | | | promises listed above: |
| 4. Fun entertainment for the whole family | | | | 1. Volvo |
| 5. Advanced processors with continually improving | | | | 2. Southwest Airlines |
| cost and speed performance | | | | 3. Wal-Mart |
| 6. A unique coffee experience | | | | 4. Disney |
| 7. Low cost computers with minimal hassle | | | | 5. Intel |
| 8. Time-certain delivery | | | | 6. Starbucks |
| 9. Refreshment | | | | 7. Dell |
| These companies (how many did you get right?) are | | | | 8. Federal Express |
| market leaders because they have relentlessly | | | | 9. |