OWN A WORD AND FULFILL YOUR PROMISE

More and more Canadians have grown to expect great performance and experiences from the products and services they consume. Therefore boasting about features and benefits is not enough. A corporation’s mark of success is derived from their ability to differentiate their product / service from the rest in the marketplace; even if all product / service are similar. These activities are defined as Brand Building.

Brand Building is essentially the sum of all marketing activities. Everything that a company does can contribute to developing positive brand equity; therefore marketing is not a function that can be considered in isolation.

A brand at its core is a word in the mind of the consumer; prestige, fun, luxury, innovation etc. A brand becomes successful when it consistently delivers on its promise to manifest that word in a consumable form for that consumer.  Successful branding will never appeal to everyone; the concept of singularity ensures that no one brand can have a universal appeal.

Positive indicators of brand building activities are recognized when you strike a chord in the hearts and minds of the consumer; creating advocates. A brand must bond with its consumer on a level deeper than just transactions. 

Remember, people buy products and services. Furthermore people buy products and services from other people. Therefore the authenticity, relevance, and consistency in the communication of your brands promise through all ranks are consequential.

 The name of the game is to strategically communicate your relevance through messages that evoke emotion and continues to grow your relationship with the consumer. The end result is the creation of a bond that goes beyond repeat sales; it creates advocates that help you pass on your message.

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