Companies often talk about rebranding — as if “reinventing” or “refreshing” a brand is the magical solution to any problem. This is not true. Here’s how branding really works.
Does Branding Really Matter?
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Three Steps to Frame the Heart and Soul of Your Brand
A gorgeous brand without a clearly defined purpose is like a perfectly wrapped gift that’s… well, empty. How disappointing is that?! Three steps to frame and nurture the heart and soul of your brand.
Embrace the Power of “I Don’t”
Embrace “I don’t” to change behaviors. It’s one of the most powerful phrases in your vocabulary. According to a recent study, “I don’t” is up to eight times more effective than saying “I can’t,” and more than twice as effective as saying “no.”
Freely Fire Bad Customers
It’s ok to fire bad customers. Actually, it’s great to fire bad customers. Bad customers are holding your business back. They are stunting it’s growth, and hurting your brand. Fire bad customers to free your company to do great work.
Do You Believe In Your Brand?
Do you believe in your brand? This may sound like a trite question, but do you? Do you really believe in your brand? Behind every Sticky Brand are people — smart, ambitious, impatient people. People who believe in their brand so deeply that they will do anything in their power to make it a success.
Grow A Tattoo Worthy Brand
Would you get a tattoo of a logo? I know I wouldn’t. I find the idea simply ridiculous. But from a branding context, wow! A tattoo worthy brand may be the pinnacle of consumerism, but it demonstrates that the brand stands something and people are connecting with it at a deep, personal level.
AnswerPlus: The Customer Comes Third
“The Customer Comes Third” is an intriguing and counterintuitive core values, but fundamental to AnswerPlus’s services, relationships and brand. They build their brand from the inside out. Dana Lloyd, CEO of AnswerPlus says, “Our brand is our culture, and our culture is our people,”
Pizza Nova: Always About Quality
Quality is a brand attribute many companies lay claim to, but few can clearly demonstrate. Pizza Nova defines quality as not only a core differentiator for their brand, but a core value. You can taste the difference in their products, experience it in their service, and observe it in their business model.
WildPlay: Bake Values Into Your Brand
Bureaucracy comes with growth, but it’s the antithesis of creating outstanding brand experiences. WildPlay is growing a sticky brand in a period of heady growth by baking their values into everything they do. They view their culture like a sourdough starter. With each new park they launch they break a piece of their culture off to seed the new facility.
Marketing Is Not Magic
There is nothing magical about marketing. It’s straight-up, process-driven work. The fundamentals are the same for every organization. The difference is how they are executed. Execution is the great leveler of brands.
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About Jeremy Miller
Jeremy Miller is a brand strategist and bestselling author. Over the past decade, Jeremy and the Sticky Branding team have profiled and interviewed hundreds of companies across dozens of industries to uncover how companies grow Sticky Brands. Jeremy shares his expertise as a writer, consultant, and keynote speaker. His blend of humor, stories, and actionable ideas will inspire you to innovate and grow your business and brand.
