Branding

A brand is a collection of experiences.

In a highly competitive marketplace, where non-proprietary products and services can be duplicated, enhanced and quickly deployed by competitors, brand distinction and brand equity are primary competitive assets. But what is a “brand?”

Think of a brand as a promise, delivered through a series of customer experiences. These experiences are both intentional (like a successful service repositioning) and unintentional (like a negative experience with customer service). The goal is to identify how the brand can become more motivating and relevant and to manage customer experiences so that they are “branded experiences” – delivering on the brand promise every time.

A successful brand is:

• Motivating to your customers and employees
• Credible
• Single-minded
• Sustainable
• Differentiating
• Deliverable