Ten Lords a-Leaping…
It’s Day 10 of the 12 Days of Branding. If you missed any of the series thus far, you can find them here. In today’s installment I give you ten quantum leap actions from ten “Lords” of branding on how to create a stand-out brand.
Laura Ries (who blogs at Ries’ Pieces) says:
You need to do three things: get focused, be first and become famous. You need a focus in order to stand for something in the mind. You need to be first in order to establish authenticity and hopefully create a new category. And in the long run, you need to become famous because PR is what builds brands. Since a brand can’t talk, you’ll need a spokesperson get the message out via traditional media, social media and word of mouth. Read the rest of her perspective on designing a brand here.
Ed Roach (who blogs at SmallBusinessBranding.com) says:
A large part (and I would argue) the most important part of your brand is your positioning. Where can your brand take the high ground? What is your brand leading in? Are you the only something? Positioning is absolutely based on differentiation. I hear countless companies state things that don’t really make them different, but actually make them blend in. For instance, “our people make the difference.” Sure, you and a thousand other companies. Read the rest of his perspective on brand positioning here.
Mario Sanchez (who blogs at mariosc.com) tells us:
Since we buy brands for what they say about ourselves, it’s important that your brand tells a story that resonates with us. It is usually a story about how the brand was born, but it’s also a story of what the brand stands for. That story can be written in black and white, or it can be subtly communicated in each of the brand’s touchpoints. Read the rest of his article on brand stories here.
Bernadette Jiwa (who blogs at theStoryofTelling.com) says:
The success of ideas and dreams of leaders and heroes the world over, from Richard Branson, to Steve Jobs, Scott Harrision to Jacqueline Novogratz is passion. Passion is the most compelling and irresistible emotion there is. You can’t learn to be passionate, but you can learn how to communicate your passion. Read more in her Idea Manifesto.
Peter Sterlacci, Founder of BeYB – Believe. Become. Be Your Brand, tells us:
Capitalize on your strengths rather than improve your weaknesses. Save time by taking what your are strong at and make it superb instead of wasting time on your weaknesses. When you focus on your strengths, you demonstrate passion and drive. When you focus on your weaknesses, you show frustration and stagnation. Read the rest of his article here.
Pamela Wilson of Big Brand System says:
Coming out of the gate with a brand-new company that has a polished brand presence can give you the upper hand. Marketing materials that appear professional and coordinated give the impression that your company is larger than it might be, and more established. It’s a great to way to not appear like you’ve only been in business a short time. Read the rest of what she has to say on the topic here.
Lisa Barone of Outspoken Media points out:
Brands that have the best success use social media to form relationships with people. It’s about helping people by answering their questions or jumping into a conversation. Once they know you, they’ll subscribe to your blog or newsletter. Once they make that step, it’s a lot easier to market to them — and they’re a lot more open to being marketed to. There’s more from Lisa in this interview.
Yaro Starak of entrepreneurs-journey.com has found:
Small business branding is not a good logo, a rhyming name, or special font. Small business branding is the owner. It’s what the owner does, says and how the owner’s traits come through in every aspect of the business. Don’t refer to your brand as “We” — use “Me.” The rest of his advice is here.
John Moore of Brand Autopsy believes:
The more undifferentiated a brand is, THE MORE it needs a tagline. The more distinctive a brand is, THE LESS it needs a tagline. There’s more from Mr. Moore on the topic here.
Karen Post, the Branding Diva says:
Be an odd fish. Developing a platform of distinction requires courage by leadership. Doing things differently can draw out herds of critics, from customers to employers to industry players. That’s to be expected, because new or different requires the adoption of new thinking and it’s human nature to resist it for some time. Have faith and believe in your oddness. Believe in your brand. She’s got 10 ways to find (and embrace) your oddness here. What would you add? Leave a comment below and share!
Or, if you’d like some help figuring out how to create a stand-out brand, check out my Origin Stories self-study course.