Speaking in the language of your customers will accelerate your sales and make your brand more engaging. The three steps to speak your customers’ language is to listen, interact, and feedback loops.
Brands aren’t born perfectly formed. They are grown through deliberate experimentation and iterations. Iconic brands are built over decades and thousands of iterations.
Your firm’s strengths may not be enough to differentiate your brand. Strengths are table stakes. They are simply required to be in the game, and compete in your industry. Differentiation originates out of one identifiable strength.
Brand symbols function as a visual shorthand. Nike has the swoosh, and Starbucks uses the twin-tailed mermaid. When customers see these symbols they immediately think of the associated brand. The company doesn’t need words to tell their story. The symbol does it all. The article chronicles Sticky Branding’s approach to developing a symbol for our brand.
Brand storylines make brands stick. Instead of marketing to your customers, speak with them. Share ideas. Find common ground. Have a conversation. Muldoon’s Coffee leverages storylines to go beyond marketing, and engage their market in a conversation.
Growing a sticky brand is hard. Really, really hard. Every company featured in the Sticky Branding Stories column is doing something pretty amazing. And in every case they are leveraging their core capabilities and investments to grow a sticky brand. But what’s not as obvious is each of these companies have faced adversity.
Not all companies are equal. Companies that push the boundaries and test their limits immediately stand out, because they don’t let fear hold them back.
There is a hole in branding. There are lots of branding resources for small and big companies, but not much for mid-size companies. It’s time to fill the gap. Help me find and feature mid-market success stories.
A company must seek to win in a particular place in a particular way. If it doesn’t seek to win, it is wasting the time of its people and investors. What is your company striving to achieve?
A decade ago, sales people were sales people, marketers were marketers, and accountants were accountants. Everyone had clear roles and lines of responsibility. In the Social Era, the lines of responsibility have become fuzzy. Now everyone has to sell.
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