Previously, I discussed focusing ways that you can build a stronger brand for your company.
And, one of, if not the most important, component of a successful branding campaign is focusing your brand.
I don’t think I need to list too many reasons for why having a focused brand is important, but here are a few:
- Let’s you tell your audience who and what you are.
- Let’s you select who you want to talk to and who you don’t want to talk to.
- Enables you to have a center of gravity to circulate around.
But that begs another question: How do I make sure my brand is focused?
Here are a few ways:
1. Have a distinct point of view:
You don’t want to stand for absolutely nothing.
So you need to make sure that your brand stands for something, and something specific.
So get a POV fast!
2. Understand what the value is you are delivering with your brand:
Are you cheaper, better, different?
Do you know if the selection you made is important to your audience?
Is it the right choice for the customers you want to have?
3. Does your brand connect with an audience?
Too many brands are almost meaningless or feelingless.
Oy!
You are failing on a great level if your brand doesn’t generate some sort of connection with your audience.
4. Is there a certain level of consistency?
This one goes with anything marketing or branding related.
Is your brand consistent?
Are you showing up when you are supposed to?
Are you keeping the promises that you make?
Can people trust you when you say that your brand is what it is?
And, is your brand getting out into the world as often as you need it to?
If not, you are going to be in trouble because without a level of consistency, you are going to suffer.