Monthly Archives: August 2012

The Rules of Brand Strategy, Part Four

A great brand does not happen overnight. Your entire organization—from leadership to the front lines—must commit time and attention to building your brand. Always focused, always moving forward, always one step ahead.

An important rule—and likely the most frustrating of all the rules—is that time & attention are an unforgiving part of the brand strategy equation.

Great brands never just happen. There is no single silver bullet idea, concept or initiative to accelerate brand success or create an overnight success. There is simply no replacement for the value of time spent focused on your mission, and the attention to detail in the execution of a desirable experience.

Cool logos are only positive reminders once they are familiar and synonymous with the experience. Catchy messages are only believable after the promise has been proven consistently. A strong culture is only deep when it’s shared through challenges and purpose.

Be prepared to spend months or years delivering an amazing experience, nurturing your stakeholders, innovating your product/service and being proud of the community you’re building. Be prepared to keep your story consistent and your messages relevant after endless cycles, successes and set-backs. Be prepared to work hard at staying ahead of the curve, rewarding those who share your brand with innovations, excellence and leadership. Be prepared to become bored with the “stuff” that identifies your brand, and resist temptations to change rather than evolve.

Smart brand strategies respect and plan for the time and attention required to build strong brands. Smart brand strategies pay attention to all the details that make an experience special and memorable; not just the big idea.

Time and attention matter because it’s only once you’ve established a solid brand—a story people are willing to believe about your organization—that you are able to take advantage of critical moments—societal shifts, market forces, competitive circumstances, technology or simply good fortune—and thrive.

It’s not a silver bullet. It’s a strategy.

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