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BUILD YOUR BRAND from Telstra's Bill Obermeier, when he was chairman of STRATECOM www.stratecom.com STRATECOM, a 14-year-old Boulder based firm, helps companies of all sizes – both business-to-business and business-to-consumer – build their brands through marketing, advertising and public relations. According to Bill Obermeier, “The first step in building a brand is to understand what a brand is. A brand only exists in someone’s mind.Your brand, therefore, is what people think and feel when they hear or see your name. So, building your brand is all about influencing what people think and feel about you.” Obermeier believes it is really a simple concept. The difficulty lies in actually doing it. The steps to building your brand can be defined as follows: 1. Identify the people who determine your success. The decision-makers, the decision-influencers, the opinion leaders, your investors, current customers, and often overlooked but most important, your employees. 2. List all the ways these people experience your brand. They experience you through your advertising, public relations, sales materials, shopping environment, purchase experience, your web site, community presence, philanthropy and especially word-of-mouth. 3. Confirm what you want your brand to stand for – what you want people to know about you that makes you different (and better) than all your competitors. 4. Determine what you have to say, how you and your employees have to act, and what you need to do to make all of your identified audiences believe that difference about you in all of the brand experiences you’ve listed. Many define the essence of your brand as your unique selling proposition. It is what truly gives you a competitive advantage. And it has to be more than a slogan, rather the very soul of how you do business. If, for example, you decide what makes you unique is that yours is the company that always smiles, you better be hiring people with great smiles, training your people how to keep smiling in difficult situations, rewarding smiles, having a web site that brings a smile to people who visit you there and so on. When the essence of your brand is confirmed in all of your communications, and drives how your employees do their job, and is reflected in every brand experience, the result is a brand that has consistent meaning and value for all of your audiences. That is called brand equity, which drives your ultimate success. Taken from Colorado Company. |