Download How to Maximize Your Brand Potential

Number 25 in a series, December 2012
How to Maximize Your Brand Potential
People often think of brands as specific
products – for example, cereal or lawn
mowers. But every company, no matter how
small, has its own brand identity.
Major consumer product companies such as
Kellogg’s and Coca-Cola derive tremendous
benefit from their brands. Here are some tips
on how the get the maximum value from your
brand:
What Is a Brand?
 The image surrounding your company
or product
 A promise to the customer of
satisfaction
 A significant source of competitive
advantage and future earnings
 Arguable, you company’s most
valuable asset
What Is a Positioning Statement?
Ask yourself if your employees would give
consistent answers to the following questions:
 Who are your customers?
 What business are you in?
 What is your key benefit?
 What makes you better than your
competitors?
These are the questions a positioning
statement answers. In one or two
sentences, it explains what your
company does in terms customers can
understand.
Imagine any of your
employees meeting a major prospect
who asks, ‘What does your company
do?’ You want everyone to answer the
same way.
What Is a Brand Identity?
A brand identity is what comes to
mind when consumers hear your brand
name. All companies have a brand
identity (and it’s not always the one
they want) but few consciously build
one that is known by all employees and
used in all marketing communications.
Do You Promote Your Brand
Identity?
Be consistent in your use of messages
and graphic identity. Keep repeating
what you want customers to remember.
That’s the key to branding.
Source: How to Create & Use Brand Identity