Your brand represents a unique promise that you make to every single one of your customers and potential customers. It is the consistency of this promise and the overall quality of the delivery of this promise that will encourage your customers to be loyal to your brand. Getting your customers to become loyal to your brand is the only real way to make your brand successful. But in order for your promise to be effective, it must be distinct and clearly distinguishable from the many other promises your potential clients will encounter.
What kind of promise is your brand making?
Who is your brand making this promise to?
Why is your brand’s promise different from everyone else’s?
Why should anyone believe your promise?
At a glance, the task of defining your brand may appear quite simple but please do not be fooled. The golden arches of McDonald’s and the Nike swoosh did not become what they are in a day. These and other successful brands are the product of careful research, distinctly defined boundaries and a
comprehensive Marketing strategy. The result of all this hard work is that each customer and potential customer knows exactly what these brands represent. Have you ever walked into McDonald’s to order to purchase a Pepperoni pizza? Will anyone in their right minds drive to Nike to pick up a pair of ruby red stilettos? Of course not! That is as a result of these brands being so carefully defined that we know exactly what to expect and what these brands can deliver. Customers are far more likely to be loyal to a brand that sends a clear message or has a distinct voice.