Branding as a Discipline
Few companies are successful at developing solid brands. Branding is difficult and few executives appreciate branding as a discipline.
Effective branding requires clarity, focus, and sacrifice. Effective brands have a deep understanding of what business they’re really in. They know what they promise their customers and continuously focus on delivering that promise. If an existing operation or a proposed idea doesn’t speak to their customers’ needs, they eliminate it.
Effective brands show unfaltering courage. It takes strength to stand for something meaningful and tenacity to do it each and every day. (Courage is one of the Seven Golden Rules of Cult Branding.)
Effective branding takes patience and maturity. It takes a willingness to learn from your customers. It takes resolve not to radically alter course to chase the latest fads, but also courage to innovate in new directions.
Effective branding requires open, honest communication across all business divisions and even with key partners and vendors. Effective brands go through the painstaking effort to cultivate a culture that reflects the brand, rallying their employees and their customers around their brand.
Branding is a discipline. It’s not “airy-fairy” and it’s not about logos or taglines. Branding is at the heart of your business. If you don’t understand what your brand represents, you’ll likely see your market share continually shrink. Business owners who understand the importance of branding and adopt it as a discipline cultivate customer loyalty and will rule the future of commerce and industry.
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