Strong, sucessful brands are clear, concise and consistent … and they should be communicated clearly, concisely and consistently, always.
A strong brand is easily understood. It is based on a relevant Brand Promise and a compelling Reason Why. It is that Promise and Reason Why which ‘position’ the brand in the prospect’s mind. There should never be any doubt as to what the promise — and the promised benefit — is. You want to make it as easy as possible for your prospects to get excited about your brand.
Strong brands are concise. They have been whittled down to the core promise and concept and don’t need a lot of words or images to get their message across. They appeal to a basic need or want — and when they do it well, they are very powerful. Think Nike. Apple. Think iconic.
Strong brands are consistent in their promise and their delivery. They are communicated, shown and used in a consistent way. Always. Consistency is critical to building brand strength and franchise. Trust is a powerful motivator and trust comes from familiarity. Consumers buy brands that they know and trust.
A brand is a set of expectations, perceptions and experiences that other people have and hold in their minds about what it would be like to do business with you … or buy your product … or visit your community. It is entirely subjective on their part. You can influence it, and you should. Branding creates the expectation and the perception. Delivery creates the experience. Make sure that your brand is based in reality … and that it delivers on its promise, every time … Lori Martinek, Branding Expert & Author.