Strategic Branding

A brand is a promise. Branding best practices are about defining and keeping this promise.

In a highly competitive marketplace, where products and services can be duplicated, enhanced and quickly deployed by competitors, brand distinction and brand equity are primary competitive assets. But what is a “brand?”

Think of a brand as a promise, delivered through a series of customer experiences. These branding experiences are both intentional (like a successful service repositioning) and unintentional (like a negative experience with customer service). The goal is to identify how the brand can become more motivating and relevant and to manage customer experiences so that they are “branded experiences” – delivering on the brand promise every time.

A successful brand is:

  • Motivating to your customers and employees
  • Credible
  • Single-minded
  • Sustainable
  • Differentiating
  • Deliverable