I often give talks in the Marketing departments of organisations and I am always left baffled by how members of the same team often have a very different opinion about what makes their brand ‘Meaningfully Different’.
It makes me think how can a brand be well aligned and with a single minded standpoint in the market place if members of the same organisation understand the brand in entirely different ways! But, it happens. Staff come and go, brand guidelines are lost, the market changes and brands often transmute to meet those new market demands and it is in that transmutation that things often get murky.
This lack of brand clarity not only breeds internal inefficiencies but also makes for a very shaky foundation for which to build a brands promise. But, it is never too late to get back on track. We have helped create over $40m in brand equity from companies that were in the same position and decided to do something about it.
The message I gave them, like I give you is:
Get to know who your brand tribe is:
Who is buying from you? Why are they buying from you? What need to you satisfy in them? How are you making their life easier?
It is the same motivation that makes them buy from you that should be the engine behind what you do, what you say and how you make your customers feel.