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April 12, 2016

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Are you using the words “brand” and “strategy” properly? | Part Three

Here is our definition of a brand.

A Brand is a unique idea, perceived in the minds and hearts of the consumer, consistently delivered by the experience, creating a bond, power and profit, beyond what the product itself could achieve.

Let’s break that definition down.

Part 1: “Unique Idea”

In a crowded branded marketplace, BIG IDEAS help simplify your brand message so it’s easily understood and remembered, own-able in the consumers’ mind and heart and motivating enough to change consumer beliefs and behavior. Brands are based on a unique idea, promise or reputation. Yes, most brands start as a product or service, but the best brands find an idea to make the brand even bigger than the original product. The idea is big enough for consumers to love, and the brand’s idea becomes a DNA or Brand Essence that you’ll see and feel in every part of the brand. These days as things are so competitive, and consumers have so much access to information, I do think brands need to find a uniqueness, because there really are only four options for brands: 1) better 2) different 3) cheaper or 4) not around for very long. Push yourself to find your brand’s unique point of difference and create a big idea that you can use to manage every part of your brand.