The essence of your brand is the basis for all your business processes; the brand value you offer to your customers is closely related to your brand’s spirit and to the difference it makes. Differentiation is a matter of spirit; it is a system and a paradigm that corresponds to a brand’s spirit and that is almost impossible to imitate. By its nature, the “spirit” of a brand is original and different. If you want to make a difference, you need to stay focused, stay true to your essence and do one thing exceptionally good; you also need to accept the fact that you cannot be the best at everything, that there can be things you are average at; so, you also need to know your short-comings, know what to give up, when to give up in order to make a difference. Being original and different in what you do through smart practices developed with a holistic perspective provides value creating experiences in your customers’ lives. In order to provide such experiences, and to become a well-respected and reputable brand, it is necessary to understand the times properly, to interpret consumer preferences and most importantly to be patient. Positioning, design processes, corporate and brand identities, developing brand discourse, devising marketing plans, using instruments of publicity, implementing marketing mixtures that are developing every day, and making SWOT analyses are without a doubt very important and necessary; however, they are not enough. You need to manage your reputation, renew yourself, develop transparent, sincere relationships with your employees, customers and all your stakeholders, and constantly look at the bigger picture in order to make a difference and be original. Patiently developing content and approaches that will support and strengthen your position, that will express your brand’s spirit and show your brand’s value, and choosing the appropriate channels while doing so will help you become a brand.
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