Branding basics: three important concepts Branding

A large amount of information (and misinformation) exists around the notion of brands and branding, but I discovered that the essence of a brand can be distilled to three simple concepts. Understanding these concepts and master of branding. Consistently strengthening them throughout the organization and you can build a strong brand.

1. The brand promise is a commitment to making prospects and customers. It answers the question that every customer: "If I commit to a relationship with you, your product or your company, what can I expect?" The answer to this question must address the big problem solved or the compelling need fulfilled - in other words, the main benefit of your product or service. Companies with the clearest brand promises have the strongest brands. And the simplest idea is often the most powerful.

2. Brand Attributes include all the different ways to express their brand promise. These include the feature set that describes the customer experience with your company. Common attributes might include unique versions of quality, customer service, innovation and flexibility.

3. The brand personality characteristics describes the human experience of people when they encounter your brand. It has by far the strongest influence on the emotional connection people feel toward the brand. Often a company's brand personality matches the customer's self-perception of one's personality or a personality they aspire. Brand personality are the most common strength, sophistication, excitement, competence and sincerity.

Of these concepts, the promise of the brand leads the way because it is directly affected by the value proposition your company chooses. Your brand promise is the essence of your brand. It lays the foundation for your relationship with the customer. Take a look at these familiar brand promises and see if you can find companies that own them (scroll down for answers).

1. The safest cars in the world

2. Frequent, low cost flights

3. Everyday low prices

4. Fun entertainment for the whole family

5. Advanced processors with constant improvement of cost performance and speed

6. A unique coffee

7. The low cost computers with minimal effort

8. Time-certain delivery

9. Refreshment

These companies (how many did you find it?) Are market leaders because they have relentlessly focused their entire organization on their brand promise. When you do business with any of them, you know what to expect and what you get.

The essence of the brand

Brand personality has to do with the emotional connection people need your brand. It manifests itself in many different ways. Can be represented in photographs and visual images of your logo or can be communicated in the "tone" or "voice" of your communications.

Southwest Airlines, for example, know that their employees directly reinforce their brand personality. Therefore, taking only those people whose personality is exactly one well-defined profile:

* A commitment to customer service

* Self-motivated and energetic personality

* Team-oriented

* Ability to work equally well alone or with others

* Sense of humor

* Positive attitude

* Flexibility to work in a dynamic, fast-paced environment

Statistically, it is easier to get into Harvard University than it is to get a job at Southwest Airlines. If you do not fit this profile, do not work for Southwest - period. Of
Of course, this is not the only reason for the phenomenal track record of success south-west. But their fanatical devotion to their brand personality and the people who deliver it played an important role in their ability to consistently maintain a strong brand image.

These three concepts - brand promise, brand attributes and brand personality - represent the essence of the brand, so it's vital to understand the power that derives from the interaction between and among themselves. By pursuing these concepts with passion and commitment, you can develop a brand clear, consistent and compelling that it attracts
customers to your value proposition and puts the company in a position of market leadership.

Answers to which companies have the brand promises of the above:

1. Volvo

2. Southwest Airlines

3. Wal-Mart

4. Disney

5. Intel

6. Starbucks

7. Basin

8. Federal Express

9. Coke ......