8 Traits of a Successful Brand
February 11, 2008
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I am sitting in my favorite coffeeshop at the moment. The person next to me, a personal trainer, asked me the best way to brand himself online. Here's what I told him:
1. Excel at what your competition doesn't. If you are great at jewelry displays, gifts arrangements, or customer service, play that up.
2. Own one big idea. We all know that Geico can save us 15% because they've told us many times.
3. Be realistic. I know people who think they can be the next Wal-mart. Not to say that they can't, but they're not going to be with a $20,000 a year marketing budget and a store that only sells knickknacks.
4. Stick to your game plan. Write out your marketing plan and budget and stick to it; tweaking it now and then when you analyze the results. You don't have to be everything to everybody. Or as my mother always said, "We don't have to compare ourselves to the Joneses. Just because they opened a new store doesn't mean we have to."
5. Put resources behind your idea. This goes along with the "be realistic" trait. If you believe in yourself, put manpower and money behind promotion and execusion.
6. Stay in touch with where you are found, where you are in search engine placements, etc. The easist way to do this is by using Marketleap.
7. Hire people who reflect your brand. Think about how odd it would be to walk into Ann Taylor and have a pierced, tattood teenager waiting on you. Your people are your walking brand.What does your brand say about you?
8. Promote yourself / brand as often as possible. Pu ...