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Do You Even Know Your Own Brand?
Can you clearly describe what your brand is and, equally important, what it isn’t? Can your newest hire articulate it, and do they understand how their day-to-day actions reinforce it? Could your latest customer describe it? When you make strategic decisions, is it easy to determine what is on-brand — and what is off-brand?
Successful companies answer these questions with a resounding “Yes!” How can you do this? Create a single document outlining your brand in vivid detail, then design training to educate all new hires, and implement performance metrics based on brand values.
How To Create A “One-Page Brand”
The foundational piece for more deeply defining your brand is a one-page tool that can be called “Your Brand” or “The (insert company name) Way.” To create it, gather your team in a collaborative space away from your daily workplace. Be sure to include representatives from all levels of the organization, particularly several who work most closely with your customers.
Next, answer these five questions, in this order:
1. What is your Brand Promise?
You want customers to experience your Brand Promise every time they interact with your company. Questions to help you define it include:
What distinguishes your products and services from the competition?What is superior about the value you offer?What do you want the customer to experience every time?
Your Brand Promise should include three things at most. If you brainstorm a longer list (and you will), negotiate, lobby, and vote to pare it down to the three most important customer experiences.
Example: In-N-Out Burger’s Brand Promise is Give customers the freshest, highest-quality foods with friendly service in a sparkling clean environment.
2. How do you want your customers to feel?
This deceptively simple question is crucial to defining your brand and may take more work to pin… Read More
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