How strong is your brand? Here are three benchmarks against which to test it:
1) Focused and Memorable
It’s often said that you can’t be all things to all people. You can’t be both Courvoisier and Coca Cola. Every strong brand is known for something. That something has to be memorable. It can’t be convoluted and it can’t be too conceptual. What is BMW known for? Performance. That’s why their tagline is (can you complete it?) ‘the Ultimate _______ _______.’
2) Desirably Different
Everyone talks about differentiation but there are many ways to differentiate yourself that are irrelevant (or even offensive) to the market. You have to be different in a desirable way. Colgate Kitchen Entrees, BIC disposable underwear, and Harley-Davidson perfume were all different. Quick test: desirable or not?
3) Ruthlessly Consistent
If you crave a burger from time to time and you find yourself traveling, you want to know that the Big Mac in Austin will taste like the Big Mac in Boston. Your desire is based on an expectation and if your experience doesn’t match it then you’re disappointed with the brand. With strong brands, your brand experience consistently matches your expectations.
How does your brand measure up against these three attributes? And which attribute should you strengthen to be more competitive?
Your thoughts?
Michael
