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