On average American consumers make mention of their specific brands of choice about fifty-six times a week in general conversation. Making sure your company is one that is mentioned should be your number one goal.
A properly structured brand will include your company’s vision, mission, and value statements. These elements are typically the foundation of a solid marketing plan as they help to structure the direction your company is headed, define what your business is about, and what differentiated value you promise to deliver to your clients and prospects.
When examining your current brand, does it portray the image you want for your business? One of the main objectives of your brand should be to generate exposure by creating awareness and building interest. You want to position your brand to become one with your product or service. When you think of Mercedes Benz you automatically think high end, quality cars. When you think of Apple you think technology, great user friendly products. One company that took brand association to a completely new level is Kleenex. The product name facial tissue was used for many years by many different brands but Kleenex redefined the industry and now when you think of facial tissue the common word used is Kleenex.
A killer brand is one that utilizes an image to create awareness of who you are and what you do as you draw the attention of your target market. The promise, position, and personality of your brand are all on display. One major thing to remember is your brand is much more than your logo, website, business card, brochures, etc. It is literally a segment of every aspect of your business from your office location (be it home based or a corporate structure), to your voicemail, how you present yourself, to how you package and deliver your products and services.
In order to develop a killer brand you must ensure that the heart and soul (essence) is being communicated on every level and also place yourself in the position of the client and you must view your products and services in the manner that your clients and prospects do. If you have staff, why not periodically call your office (from an unknown number of course) and monitor how the phone is answered, how friendly (or not) is the person answering the phone, when you ask about the company or it’s services how knowledgeable is the person. This is critical for a strong brand experience for your clients and prospects.
A true killer brand will be chosen over competing brands, in any category, in any country, at any time, and often at any reasonable price. ~ Frank Lane
Additionally, you must always be mindful of the fact that as the CEO of your business, you are the primary spokesperson and the one person that usually comes to mind when a client or prospect thinks of your brand. Building and being mindful of your brand at all times is a must. Everywhere you go, everything you do and say is making a statement about your brand. It’s up to you to make sure you position your brand to stand out as a killer brand.