HOW TO CREATE A SUCCESSFUL BRAND: SEVEN MARKS TO A SUCCESSFUL AND THRIVING BRAND
If creating a successful brand was easy, we would all have one.
“Successful” brands are just as elusive as defining what is success to you.
Because “success” looks so different to so many people as well as the outside business world at large- how do you know if you ever get there.
The last 18 years of working with various size companies and levels of brands has taught me time and time again the 7 marks to a successful and thriving brand.
1. Know you.
Brands that thrive are brands whose leaders are very clear about who they are. Self discovery is the key not the curse.
2. Success to you.
You will never have a successful or clear brand if you don't know what success looks like to you.
3. Not the numbers, but the reach.
If numbers equaled success then a lot of us would never be “successful.” From the financial numbers to the social media ones, the outside world looks at the numbers- you should look at the reach. Numbers lie, reach doesn't. Reach turns into action, loyalty, and a deep personal connection with your brand. Reach creates long term revenue and growth.
4. Go against the grain.
Every time one of my brands took the advice of the “guru expert” over their gut, we lost big. And lots of times our guys go against the social, business, and brand norms.
5. Sounding board.
Though trusting your gut is key to a thriving, successful brand- you shouldn't walk this road solo. Find the right person or peeps who get you, get what you are doing, but have wisdom to share because they have already walked a similar road.
6. Undying love.
Ultimately a successful brand is a love affair. A love affair between you and your audience and your audience and you. This shouldn't be a fling for either of you. This should be soul stirring, love of the ages.
7. Story sharing.
When your brand stories evoke sharing, “it's a good thing.” Don't create copy, share stories. Don't just teach- entertain at the same time. Relearn everything you have been taught about customer reach. Stop trying to be “cute” and start being real.
When your brand has these 7 traits deeply enriched in it. Never lose them. These are the marks of true success.
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Brands that thrive are brands whose leaders are very clear about who they are. Self discovery is the key not the curse. @thealicraig
Ultimately a successful brand is a love affair. A love affair between you and your audience and your audience and you. @thealicraig