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A great brand is forever (or as long as there are people).
There is always sense of urgency to get moving on all of this brand stuff -- but if you consider how long the brand should be around -- what the hell is the rush. You need to do it right. A brand should last indefinitely.
A great brand knows itself.
A focus group will do more to tell you what not to be than what to be. But focus groups are good because we need to know what people think of our products and services. But it is just a starting point. Nothing more than a beginning. Eventually you’ll have to decide, based on your own emotions, who your brand is.
A great brand invents or reinvents a category.
Like Poppers is to the stuffed jalapeño and appetizers, every brand must be something special, different and fun to its relevant category.
The brand needs to be a protagonist for its category. Always inventive and at the cutting edge and always the champion.
A great brand must tap into emotions.
People live in an emotional world. And so too does a great brand. We need to connect on an emotional level. A brand must be simple and at the same time interesting.
A great brand is a story that’s never completely told.
We must always be true to the base emotions that make up the brand, and yet the brand can experience new things and therefore can grow and evolve.
Your brands must have design consistency.
The visual expression of the brand is very important. It must be done with the same feel time and again. As an example, Nike has a design department of 350 people who are all directed by the same managers. The visual impression one gets from the package to tents, banners, hang tags, FSIs, etc. must be consistent.
This all goes to copy as well. A brand has a voice, and this voice must be consistent.
A great brand must be relevant.
A lot of brands try to be “cool”. More often than not, brands that try to be cool just end up looking stupid. Brands need to perform, look and appear the way people want them to. Consumers are looking for something in a brand that has lasting value. They have an expectation of quality -- not quantity.
Want to know if what you’re doing fits your brand? Hold it up and ask the tough question: Is this us?
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