Brand Architecture
- Keys to Successful Branding -
A brand is a promise
First and foremost, a brand is a promise. It says, 'you know the name, you can trust the promise'. As with all promises, it is trusted only as far as those promises are met. Building trust is a critical first step for a brand which aims to accelerate the process.
Creating the promise
Creating the promise means defining the brand. A good brand promise is memorable and desirable. It cannot be effective if nobody remembers it, and is no good either if nobody wants it. A good brand promise evokes feelings, because feelings drive Actions, behaviours, and habits.
Making the promise
Once you have created the promise, the next step is to somehow inject it into the minds of your customers, your staff, and everyone who receives anything from you or has any impact on what you deliver.
Keeping the promise
Keeping promises means managing capability. It means consistent processes that are capable of delivering what is required. It means technology and systems which are reliable and usable. It means motivated people who are willing and able to deliver the goods. Brand reputation does not just happen, it requires a well thought trough strategy and consistent follow up.
Last Modified: Tuesday, 06-Nov-2007 15:25:59 EST