Trust Me. Sometimes.   1 comment

What is the single most important aspect of any brand strategy?

If you answered quality, customer service or even consistency you were a little off the mark. There are hugely successful brands that don’t promise high quality or great customer service but do offer inexpensive, no-frills and “do it yourself” as their compelling story. Consistency is closer to the core of what’s essential for effective positioning but that still must go beyond simply repeating your message or creating a reliable experience.

So what’s the single most significant thing in your Brand strategy? Be authentic.

If you’re thinking, I talked about this last month then you’re paying attention which is good. The reason I’m repeating myself is simple. Too many brand managers still take their authentic foundation for granted and go on to concentrate on dressing up the brand story with clever copy, cool graphics and a great pitch to sell the staff. But then no magic happens. And branding becomes a daily battle.

That’s because an authentic brand takes on a life of its own. It is who you really are so it’s easy for staff to remember how to create the essential experience for customers. It’s what your company lives so there is no confusion about the brand being just the latest slogan the marketing department came up with. It’s so much a part of your essence that it’s almost effortless to get your target audience engaged.

Someone once said “Tell the truth. It’s the easiest thing to remember.” The same notion applies to your brand strategy and brand experience. Be authentic and your customers will learn to trust you and that makes longterm relationships possible. Your staff will trust as well. After all, they’re the first know if the brand is real or just a sometime thing.

So are you telling the truth about your brand? Sometimes?


Posted August 2, 2010 by Don Wells in Branding

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One response to “Trust Me. Sometimes.

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  1. You are so right! Branding cannot be icing. It has to be baked in.

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