FOCUS ON BUILDING BRAND TRUST
There are many academic ways to define a brand, but
the best I've found is a simple, self-evident statement:
your brand is the sum of all things to which it's
attached. Your advertising, your brochures, your
website, your business cards - all of these add up in a
prospect's mind to define the nature and value of your
brand. While personal tactics such as face-to-face
interactions have the greatest impact, broad marketing
efforts like advertising and publicity reach the most
people. And broad reach is a prerequisite for rapid
growth
Insight into why respondents graded their companies
this way can be gleaned from their answers to more
specific questions. Many of the respondents disagreed
that their brand has a clearly defined personality, and
even more believe their positioning is unclear.
The key to making that reach effective is the ability to
create trust - trust that the product or service will be
delivered as promised, trust that it will be of value and
trust that there will be no surprises. Trust is the
common factor that all powerful brands deliver, be
they pizza, pet stores or dish soap. It's why people
are willing to pay more for Bose, to fly across the
country to shop at Tiffany and to wait months for a
Harley-Davidson.
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