Many people/brands search for magic wand that will place their brands on the pinnacle of success. In my little research, I have come to understand that the obvious are not seen. Many have eyes that are not trained to spot their opportunities. Opportunity can fall on any lap if the lap is well positioned. In a recent chat with a group of college graduates, I discovered many of them are looking for outstanding opportunities meanwhile they are squandering the ones that are available to them unintentionally. In the bid to take hold of ‘outstanding opportunities’ many had messed up their chances to success.
Every brand has a target audience. Every audience, client has families, colleagues that they have influence. These families, friends ‘receive referral advice’ with regards to a particular brand. This is why brands should not overlook their opportunities that are close by and why they should see from their target perspectives. This will allow them to take advantage of their immediate opportunities. To me this is the secret. So let us examine how brand audience rate most brands. This list is no means exhaustive.
Brand aesthetic/image:
People are moved by sight. Sight influences many clients’ feeling. So how much concern are you giving to your brand image: online or off line? Many have great blog contents whose designs are not appealing. This lack of attention to design often robs many of greater opportunities to excel.
Feelings/Impression:
Branding is all about impressions. Impressions are formed based on personal biases and not on great facts, reasons. ‘I feel good’ is a popular byline of a noted brand. People fall in love with what makes them feel good about themselves and they are willing to spend their entire dime on that. Does your brand work hard to make sure the targets egos are fanned? So, while looking for big breakthrough, does your brand know your target biases? What do they associate with certain vibes your brand sends out?
Communication tool/innovation:
Realize that people buying decisions are not based on logic. This has been substantiated and there is no reason to argue with facts. So how coherent are your brand communication tools? Are their congruences at all level? One of the things that made me stay with the church I am attending today is because when I first joined, I received a personalized encouragement email from the senior clergy every week and that was close to a decade now. At that time, most congregations did not use that tool even till date.
Association, Colleagues:
What kind of imagery is associated with your brand? For personal brands, who are your closest friends? If you keep company with those who dictate the phase in your society, your personal brand will be consider powerful by association.
Have you critically assessed these areas in your effort to brand breakthrough? It is important to consider and manage these spots well in the search for relevance as these may constitute a cog in the wheel of that brand ‘big success’ mentality. Do you have any other lists that can help? Share with us.
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