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The Art and Grit of Brand Building

Here’s the thing: building a brand isn’t rocket science.

When we think of great brands, we think of amazing, award winning, brilliant advertising. We imagine huge budgets that will grant us the resource to deploy the best minds to providing great customer service, great innovative products, viral videos.

When we think of great brands, we think of amazing, award winning, brilliant advertising. We imagine huge budgets that will grant us the resource to deploy the best minds to providing great customer service, great innovative products, viral videos.

 

 

Great brands are built through repeated great customer experiences, accumulated and amassed over time. And the secret to that is: consistency, rigor and people.

Consistency means no matter where you show up, or how frequently you show up, the customer takeaway from every single experience remains the same. Consistency is developed when you’ve translated the brand personality into every single touchpoint a customer could use to access your brand – product, service, online videos, 3rd party sites, etc. A successful translation would requires reasonable understanding of the platforms as well as artful orchestration of how we should curate the brand experience in order to achieve our consistency. There are some things within our control, and a universe of unknowns we can only navigate with our best judgement.

Rigor is attitude and standards the brand upholds in order to deliver consistency. Every single piece of work done by a brand, whether it’s a simple ‘hello’ from a customer service officer, a greeting smile from a store manager, a placed order online for delivery, is an opportunity to leave behind a lasting memory that will compel someone to return.

There is always an argument to be made around the ROI of such rigor. Could one single great customer experience honestly drive revenue? The honest answer is no. But 100 great customer experiences could. 100 great communication pieces could. And it all starts with one.

The goal for brands is to utilize every single opportunity to leave behind a lasting human experience.

Lastly, people. So obvious yet so often overlooked. Do not ever under estimate the power of identity and community. Humans are after all social creatures, born into the world through relationships. It is our instinct to belong.

These instincts can be harnessed by companies who truly invest in building relationships with people and embed the beliefs and values of the brand in everyone who participates in this strategic goal. For a brand does not lie in the hands of a single department, but through the actions of the entire team.

All thoughts here are of mine and are not on behalf of any organization. However, if you find this useful or have any views to share, I’d love to have a chat!

This article was first published on LinkedIn.

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