The other day I was waiting in the reception of a large advertising agency in London. Whilst sitting there, I found a big book, which showcased the top Super Brands. There were all the names you’d expect – Google, Microsoft and Apple. There were also a few that would not spring to mind instantly, such as the Encyclopaedia Britannica and Lego.
Most of the names I saw were big companies. However, you don’t have to be a big global entity to have a super brand. It does not matter if you’re a sole trader, SME or a world beater, the principles of developing a super brand are the same: to develop a super brand, you need to establish the finest reputation in your field.
Reputation is the key word here, because that is what branding is all about. Your brand is not your logo or corporate colours, it is your reputation that is determined by everything you do and say.
The Super Brand Treasure Chest
The book I was reading (yes, I was waiting a while) stated that a “strong brand offers customers significant emotional and/or tangible advantages over its competitors, which is what customers want and recognise”.
These are great words, but how many businesses actually think about this? And for many, this can sound more complex than it really is. The way to discover what these advantages actually are requires research. I am not talking about the type of research that just ticks a few boxes, but the type of insight that really uncovers your customers’ needs, motivations and behaviours. Doing that is not as hard as you think.
You also need to measure your brand, against these key motivations. Moreover, measuring it versus the competition provides a powerful map that gives a fuller picture. Then, by developing the right plan, you can then follow this map to discover some real hidden treasure to enhance your brand because you will discover where to focus your time, energy and budget in order to make a difference.
It’s not that difficult
Building a super brand need not be difficult. The starting point is define your brand, because if you can’t nor will your customers. You then need to engage your staff and connect with your customers. But most importantly, you must measure your brand. Sadly, in the days of instant metrics, the most important measures of success are overlooked, which are customer satisfaction nad your reputation.
So you too can build a brand that is super. Measure your brand. Define it. Build it. Refine it. Create a little piece of treasure that sets you apart from the competition. Most of all, talk to your customers so you can connect.
[...] I mentioned in an earlier post that I had discovered the Super Brand book. Well according to that book, you need [...]