From Virgin through to Apple, PayPal and Amazon, they all plan and build their brands using these 7 Essential Ingredients.

7 Essential Ingredients For Building A Brand, Not A Business e-Book

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It’s given me a lot of brand clarity to unify my message across all my different forms of communication.

Rody Bajo – Whisper Media

I’ve now got a much better understanding of what brand is.

Kerry Boulton – Exit Strategy Group

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You’ll learn how to grow your business using the 7 steps that guide all of the worlds most successful brands.

Define your purpose

Define your purpose

Companies that enjoy enduring success have a core purpose and core values (step 4) that remain fixed while their business strategies and practices endlessly adapt to a changing world.

Make the right person happy

Make the right person happy

Understanding your ideal customer, who can deliver enough business to you for optimum profit is the fastest, easiest and most sensible way to grow. Your focus should be on identifying them and then treating them as if they were your best friends.

Position yourself for success

Position yourself for success

The secret sauce that ultimately differentiates great brands from so-so brands is a concept known as positioning, and your brand will have trouble establishing itself without taking a hard look at where you sit in relation to the competition with a view to finding a niche within your market that nobody else services.

Stand by your Brand Pillars

Stand by your Brand Pillars

Every differentiated brand has a bulletproof edge that helps it to maintain a superior position in the marketplace. This edge is the combination of your “brand promise,” (the next step), and your “brand pillars,” the emotional reasons customers will buy from you, and act as the foundations for your brand promise.

Make a Promise and keep it

Make a Promise and keep it

Your brand promise is your core selling idea – the shortest and simplest way to demonstrate to your prospects, customers, staff and stakeholders exactly what you deliver and the value that differentiates your product or service. Articulating your brand promise is one of the most powerful things you can do within your business.

Have a vision and be guided by it

Have a vision and be guided by it

The reason most businesses don’t achieve their goals or desires comes from a direct lack of a clear vision. Building a “brand” is very different to building a business, it requires a long-term view and a “Vision” that supports your Purpose. Think about it – how can anything meaningful happen without a vision?

Create a Personality

Create a Personality

In the impersonal online world, demonstrating personality is crucial to building your brand. Standing out and differentiating your business by displaying appropriate human traits such as fun, honesty, loyalty or creativity will help you to be remembered in an online world of increasing mediocrity.

From Virgin through to Apple, PayPal and Amazon, they all plan and build their brands using these core foundations that;

  • Set them apart from the competition
  • Attract staff that believe in what they believe
  • Attract loyal customers time and time again
  • Guide their marketing tactics and messages

With over 35 years experience, we’ve seen a lot of changes. However, the fundamentals of how to create a great brand remain the same.