Someone I know and respect recently joined a branding firm, so I went to their site to check them out. What did I find there?
Here are some of their key points:
- To prevent your differentiation from disappearing overnight, keep in touch with your customers and understand their needs and concerns
- Brand attributes and assets that may be cost of entry in good times become more important as customers look for reassurance from companies they can trust.
- Cut away neutral brand assets and attributes that have no measurable on your brand’s bottom line.
- If your brand is in a rut, take the long-term view; but if you follow tips 1-3 you might be able to stop your brand’s decline before it’s too late.
To all of these firms I say, “Eat your spinach!” If you really believe in differentiation, then why don’t you practice it?
Oh, and the answers are: