Building a brand without a strategy is like trying to cook an omelette without any eggs 😱

Use these basic ingredients to build your brand:

Research:

Understand your market, customers, and competitors.

This information informs your positioning and your brand.

Mission & Purpose:

Unless you want to compete on price, customers will want something more than a good offer and nice features. Outline why you do what you do and what your brand gives to the world.

Clear Position:

Take the data and insights from the research and let it inform how the brand is defined. Focus on shaping your brand to be different from the competition. Then allow this to influence every area of the brand: the verbal brand, visual brand, and physical brand.

Character:

Brands can be shaped to look, feel, and sound like anything. Focus the brand character around what appeals to your target market. Speak, write, look, feel, and move in ways that they understand. This will build a real connection.

Customer Journey:

Don't wait for customers to define how they will interact with your brand. Make the first move. Build out a range of touchpoints that customers can interact with at different levels of connection - from social media to face-to-face touchpoints.

Messaging:

The way you talk about your offer can be more important than the offer itself. Highlight how it's different, show why it matters, and tap into the emotional elements that the customers are feeling.

Building a Brand: Ingredients for Success

How Elon musk broke with convention to pursue purpose before profit.

In 2014 Elon Musk wrote a letter outlining that the patents that Tesla owned “Belong to you”. 

The move broke every rule in the book but 8 years on it’s clear that it put Tesla in a very strong position.

Here are the lessons from such a bold move

1/ The category was too small


When Tesla started the category of electric cars was tiny. None of the big manufacturers was making electric cars and there was no infrastructure to support them.

In many ways, Tesla was too early. Like Google Glass or the PC tablet that Microsoft launched in 2000 years before the iPad. 

This was a problem for Tesla, it needed the category to be bigger so it could grow.

It’s pointless being the biggest fish in a tiny pond. 

The idea was to speed up the growth of the category by opening up their patents. 

By doing this Tesla could be the king of a larger category.

The legal wording has some interesting points. To use Tesla's patents you have to sign up for their Patent Pledge. 

This meant you had to be truly open-source with your IP as well. If you use the Tesla IP they can use yours. 

This gives Tesla the upper hand against the traditional car giants that wouldn’t make this trade.

Think about where your brand fits into the category. 

Is it shaping a new category or joining an established one?

2/ Purpose before profit


This is the most exciting element of the Tesla Patent Pledge. Their pursuit of purpose before profit. 

They exist to “Accelerate the world's transition to sustainable energy”.

For Elon Musk it's pointless to be successful if the climate is destroyed. 

This unwavering commitment to their mission is huge. 

Not only does it skyrocket their brand equity it positions Tesla as the market leader, a leader with a bigger goal in mind.

When brands define who they are, and what they stand for and put it into action customers unite behind them. 

They become loyal. Everybody wants to be part of something bigger. 

Customers want to play a role in shaping the future. This is exactly what Tesla lets them do.

This is why Tesla's patent pledge is so smart. Grow the category and solidify your position as a market leader all in one. Win-Win.


Think about the purpose of your brand. How many of your customers know what you stand for?

How Elon musk broke with convention to pursue purpose before profit

1/ Messaging


What you say has never been so important.

Lead your messaging with the emotional benefits for your customer then justify them with logic.


We provide you with X which means you can then do Y because our X has Y


Use this. You can’t go wrong.

2/ Values


People are more likely to buy from brands that speak to them as a person.

People want to know that their decisions are making an impact that they believe in.

It’s not enough to sell anymore. You need to sell and do the right thing.

Move out the way shitty untrustworthy greedy brands.

This time good brands finish first.

Shape your values to align with your customers


If you serve eco-conscious millennials make sure your product and brand values reflect this.

Then put them to work.

Lazy values suck!

We want to see them in action.

Show people that your brand values have an impact on your business and how you operate.

When your customers know that your brand is different they will choose you over the competition.

Remember, purpose before profit.

You can’t go wrong.

3/ Personality


People see around 6000 brands a day.

And you expect them to remember you?

Look at the space that you sit in. How can you be different?

If your brand was a person what would they be like?

How would they make people feel?

Write the answer down and come back to it every time you create something.

4/ Storytelling


It’s been said that people are 22 times more likely to remember information when it's told as a story.

In other words, it's your new superpower.

Tell the story behind your product in a way that will connect with your customers.

What went into making it?

What can they accomplish when they get it?

Take your customers on a journey.

Then tell the story behind your brand.

Why did you start it?

What change do you want to see in the world?

People want to be part of something bigger than themselves.

Invite them in.

4 ways to level up any brand instantly

The 1 thing iconic brands share?

Consumer Trust

81% of consumers won’t buy from a brand they don’t trust

Here are 3 ways to build trust & gain more customers

1/ Transparency

Over 90% of consumers say brand transparency is important to their purchase decisions.

Transparency should touch as much of your brand as possible.

Your offering and production is an area that consumers care a lot about.

How do you produce your offer?

What is the lifecycle of your product?

Tell your customers.

2/ Brand values.

83% of millennials said buying from brands that align with their values is important.

Don’t write and forget them.

Write your brand values and let them lead the brand.

Everything you do should be in line with your brand values.

Show your customers how you are putting them into action.

Write. Action. Tell.

This will boost the trust customers have in your brand.

3/ Deliver on your brand promise

One of the key brand principals that Jeff Bezos uses is the brand promise.

Takes one area of business that is timeless.

For example low prices or fast delivery.

Then use this to form your brand promise.

Once you have made this promise to your customers.

Make sure your brand consistently delivers on this promise.

81% of consumers won’t buy from a brand they don’t trust

The best way to become a market leader, charge premium prices and have an army of loyal customers?


Differentiation


But most brands never take full advantage of it

Here’s a quick framework that you can use to make sure you stand out and own the market

This framework is called your “only statement”

It distils your brand down to the sole element that makes you different.

It was created by branding guru Marty Neumeier.

This statement has 4 parts.

1.  Your offering

2.  Your unique benefit

3.  Your customers

4.  Your market


Let's go

The template looks like this.

Your brand is the ONLY [Your offering] that [Unique benefit] for [Your Customers] in [Your market]

When if you can fill out this template and it's 100% based on research then you are on to a winner.

Let’s look at some examples.


Brand: Harley-Davidson

Offering: Motorcycles

Unique Benefit: Big loud ones

Customers: Macho guys & wannabees

Market: Mostly in the USA

Let’s put it all together.

Harley-Davidson is the ONLY motorcycle manufacturer that makes big, loud motorcycles for macho guys and wannabees mostly in the United States.

You can then add more detail once you have the basic structure right.

This could include more info on your customers or market.

Put this together for your brand and see if you really are the ONLY one that can do what you do.

If a competitor can easily move into your ONLY space then it’s not strong enough.

In summary.

Use this framework to make sure you really are the ONLY one.

1.  Research the market

2.  Use this framework

3.  Check to see if it's true and will be in the future  if not...

4.  Start again

Radical differentiation framework

Most rebranding is done at the wrong time for the wrong reasons.

Here are 3 vital signs you can't afford to miss.

Critical for startups

1/ The market has changed


Sometimes things are out of your control.

• A new competitor arrived

• There is an unexpected new trend

• New laws have changed how you can work

It's hard running a business.

Not everything is in your control all the time.

When the market moves and causes an earthquake in your business.

It could be time for a change.

2/ You have changed


A lot of startups rush their branding and focus on proof of concept and R&D.

This is ok.

But when the business is growing fast it could be time to redefine your brand strategy and design a new visual identity.

This will only help your growth in the long run.

3/ Damage Limitation


Sometimes it requires dramatic change when the shit hits the fan.

A rebrand won’t save a business that has fundamental issues with its product or services.

A rebrand must be part of a larger strategy to be better.

More of a holistic approach.

But when it's done right a rebrand can really show people that you're different.

You have addressed your shortcomings and things have changed.

When to rebrand

Personal Brand VS Business brand

Everything you need to know

+ Growth tips and mistakes to look out for

There are many types of branding.

• Business branding, sometimes called corporate branding

• Product branding

• And personal branding

The objectives of each type are largely the same.

1.  To position the brand, product or person as the best in its particular industry.

2.  Grow influence through market share or an audience.

3.  Charge a premium on products or services or be paid a premium as an individual from a job or monetizing your audience

However, there are differences in how you approach each one depending on what result you want.

Read on to find out.

If you own a business or are starting a business your focus should be on defining your business brand first.

Your brand is the foundation of everything you do.

Your offering, messaging, marketing and more.

When you start your business you don’t need a personal brand to be successful but it can help.

A personal brand can add a face to your business.

It can make your business more approachable, authentic and trustworthy.

It can also be used to demonstrate the authority of the founders.

When you put out content demonstrating your knowledge and expertise this positive brand equity you build will transfer to your business as well.

A win-win.

If you are starting a business and haven’t defined the business brand first a personal brand won’t help.

Unless you expect all marketing and all customers to come through you directly.

If your business model is to be a creator and monetize an audience a personal brand is essential.

- Key growth tips for both business and personal brands


• Focus on one thing to be known for

• Stand for something - Have a purpose / work for something bigger than yourself

• Know your values and show people how you act on them

• Define your tone of voice / how you want to sound

• Be authentic - don’t be something you're not

• Define your brand character or focus on an element of your personal character that you can emphasize

• Focus on your customers or focus on your network (online and offline)

• Stay consistent with your branding

If you don’t know where to start.

Building a business = Start with your business brand

Not starting a business = Personal brand

Branding is a long game.

But as soon as you start investing in your branding the sooner you will see long term results.

Personal branding does have limitations.


• It's hard to grow the business to be bigger than yourself - Kim K is rebranding for this very reason

• Rebranding is harder for a personal brand - An example would be Logan Paul, it took him years to recover from Japan

• By the very nature of a personal brand it is directly tied to you - if you make any mistake then it will negatively affect your brand

As I run an agency I started by defining my business brand before I started building my personal brand.

You can grow a personal brand into a multi-million dollar business in its own right - just look at Obama or Oprah.

These days it is rare to find truly iconic brands that are focused solely on one person.

Growing your business brand is the best place to start if you have big ambitions.

Once you have defined your business brand you will only benefit from starting to grow your personal brand as well.

Set up systems to make sure they both get the time they need to grow.

Personal Brand VS Business brand

A wounded gazelle can never lead the herd


Your brand is no different


4 surprising ways you are hurting your brand. 

(and how to fix them)

1/ Not living your values


Your brand values are important.

They say what type of brand you are.

Who you serve.

And why you are better.

Most brands approach their brand values the wrong way.

Write and forget.

This will only end up hurting your brand.

Your customers won’t know what you stand for.

Brand values are a key part of building trust.

Trust leads to loyalty.

Write your brand values and then use them to influence everything your brand does.

This will demonstrate you do what you say.

Actions speak louder than words.


2/ Not delivering on your brand promise


Like it or not your brand is owned by your customers.

It exists solely in the mind of the people.

All you can do is influence what they think.

Imagine ordering a cookbook so you can have friends around for dinner.

But then it arrives late, the pages are damp and the cover has a stain on.

Not what you wanted.

The brand has not met your expectations.

You now place the brand on a mental ladder.

And it's right at the bottom.

This is what happens when you don’t deliver on your brand promise.

Influencing consumers boils down to one thing.

Expectations.

When they aren’t met your brand will suffer like our poor wounded gazelle, limping through the savanna constantly worried that it will be eaten by predators.

Or in your case, competitors.

Luckily for you, it’s easy to save yourself from this fate.

Let me explain.

Map out your customer journey.

Every step, every touchpoint they have with the brand.

From start to finish.

Then analyse and track.

Do this regularly and you will pick up on the parts that don’t meet the expectations of your customers.

Your brand messaging also plays a critical role.

Make sure whatever you say is backed up.

Align your messaging to your offer and service.

3/ Offering & Mission Contamination


Your mission is what you give.

What you contribute to society.

Everything you offer needs to be aligned with your mission.

When you start to offer something to consumers that isn’t aligned with what you fundamentally do there is a disconnect.

Your customers will suddenly start to think less of your brand.

Imagine if Nike started selling toothpaste.

Weird right?

Be guided by your mission.

Let it influence your offering.

4/ Customer dissatisfaction


When a customer has an issue with your business.

You should see this as an opportunity to go above and beyond to resolve the issue.

Then ask questions and learn what went wrong.

Customers are actually very forgiving.

You just need to deal with the situation correctly.

When you know what happened integrate the fix into your process so it doesn’t happen again.

This is low hanging fruit but most brands get it wrong.

In Summary


• Put your values into practice

• Ensure you meet your customer's expectations

• Use your mission to guide what you offer

• Use customer issues as an opportunity

4 surprising ways you are hurting your brand

The $ 3 Billion Mission

It took 8 years

But you can use the branding principles that made it happen today

1/ Leverage credibility

Beats used celebrity endorsements to position their products as professional.

Lady Gaga, Lil Wayne, will i am

They all had beats

Credibility is king

When customers think your product is the best you can charge more.

There are many ways to do this…

• Win awards

• Collaborate with larger brands

• License patented technology

• Get an expert to review your product or service

Use as many ways you can to add credibility to your brand.

Enjoy higher prices.

Simple.

2/ Industry fusion

Beats isn’t just an audio company.

It's a fashion company.

They were the first to fuse audio and fashion.

It worked.

How do you leverage this for your brand?

Read on

The rules for branding are being rewritten every day.

Just because all the brands in one industry do it one way doesn't make it right.

Use other industries as inspiration.

Innovation doesn’t have to be groundbreaking. 

It just has to be new.

Blend what works in some industries with others.

You are the chef.

Cook up a storm.

3/ Growth strategy

Beats started with studio headphones that cost $400

Launching premium headphones only helped to solidify its position as a professional audio brand.

The magic really starts once you have the position.

When you own the right space.

You leverage it.

Roll out the high-profit margin offerings.

They had the credibility, they had the novelty and they had the position.

The perfect place to be for record growth.

The best part is anybody can do this.

Use your offering to position your brand.

What you start with is the most important part.

Then diversify to grow.

In Summary.

You can use the strategy that beats used to be acquired for $ 3 billion by apple

1.  Credibility and differentiation to break into the market

2.  Product offering to position and grow

The branding principles that made the $ 3 billion mission happen

The only reason people buy anything


Emotion


But most businesses sacrifice everything for marketing campaigns that generate little return on investment.


Here’s how to define your emotional benefits so you can capitalise on your communication

Every buying decision is dictated by emotion.

Then justified with logic.

When you buy anything the emotional side of your brain takes over.


You see the product or service in front of you.


You imagine how your life will look once you have it.


You then justify these stories with the functional benefits of the product or service.

• Yea the faster processor will actually make me more productive.

• Being more productive will mean I make more money

• Making more money will allow me to do x y x

This is how people buy.

The best brands in the world know this.

But wait there's more…

Successful brands are so tuned in they dictate what emotional benefits their offering has.


They influence the customer's emotions.

When the brand is clear on the emotional benefits of its offering each bit of communication becomes stronger 

 • More sales

• More loyal customers


When brands don’t know their emotional benefits they are shooting in the dark.

Don’t be like most brands.

Use these two tools to define the emotional benefits of your product or service


Your business is too important to miss this crucial step

1/ Start with your functional benefits


Functional benefits are what your product or service does.


Write them all done.


Think about how they will make people feel.


Now beside each one write down feelings.


You then want to layer the emotional benefits on each other.

It looks like this.

You are selling a phone.

It has great cameras

1) It will allow your customers to capture the experiences they have

2) Capturing experiences will allow them to feel close to their loved ones all the time

3) Feeling closer to their loved ones makes them feel happier and safer

4) Feeling happier is good for their health

5) Having good health allows you to live longer

6) Living Longer will allow you to spend more time with your loved ones

The emotional benefits just build and build.

This isn’t to say that everyone will look at a smartphone camera and think it will make them live longer.

Maybe they won't get to 6.

But they will probably get to 3

Each functional benefit of your product or service will have multiple emotional benefits.

Your job is to layer them up and work out which path is stronger.

Then when it comes to selling your product or services you build your communication around the strongest emotional path.

2/ Think about stories


Stories are key to human behaviour.

We communicate in stories.

We even go as far as to label parts of our history in chapters.

Go back to your list of functional benefits and think of a story in which your product or services helps your customers.

This will help you realise your emotional benefits.

Let me explain

Let’s go back to the phone camera

A story could be as simple as the customer needs to remember something but can’t write it down


So they take a photo


This information could be vital like the time of an appointment

The emotional benefit for the camera would mean that they are always on time.

Being on time can make people feel profesional

You then want to layer the emotions on the story to make it stronger.

3/ Refine

Refining your concepts will only make them stronger.

By this time you will have many emotions for each functional benefit your product or service has.

You will also have lots of stories.

Choose the strongest stories and emotions that you think will appeal to your target customers the most.


Then refine.


Refine the story.


Refine the emotions.

Make sure you use words that have an emotional meaning.

Always use words that your target market would use and understand.

This approach will leave you with lots of options for how to define your communication that will connect with your target market.

In summary

1.  Draw out your emotions from your functional benefits

2.  Layer them to make them stronger

3.  Create stories to think of real-world use

4.  Refine the strongest concepts

5.  Deploy these in your marketing

6.  Enjoy the increased ROI