Think of your brand as a blank canvas. What do you what your current and future shoppers to see when they look at it? Does your brand personify all the things you think it should? Does it have a clear and compelling message that is memorable? If not, then this week’s tip and podcast episode are perfect for you!
The goal of every brand is to have shoppers know, like, and trust your brand. This all begins with your branding and how it represents your products, your company, your mission, and how it aligns with your customers.
Your branding needs to be an extension of your product. It must be memorable and install trust and confidence. It should stand out on a store shelf, be recognizable from a distance and be able to sell itself even in the absence of good copy.
The real strength of any brand is its ability to form an evangelistic loyal community around it. This is where you become a lot more than just another package on a retailer’s shelf. This can also be a point of leverage that you can use to gain incremental merchandising and promotional opportunities.
This strategy works for both online and traditional retailers.
Think of the game where you tell someone a story and they share it with someone else and so on. By the time the story comes back around to you it is virtually unrecognizable. Your brand story needs to be told with the same passion, enthusiasm, and authenticity as originally told by the founder.
Doing this well can determine how long your brand will be around; a month, a year, a decade, or longer. This can give you a significant and sustainable competitive advantage because most brands don’t have the discipline to make this a priority. Choose to be better than those brands!
Listen to this week’s podcast for more on this and how to ensure that your brand message is compelling and that it resonates with all who see it.
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