Freshman year, UCSB. English 1B. The first book I bought for the class was entitled How Does a Poem Mean? The author, John Ciardi explained in his introduction that the title he has chosen is not intended in any way as a verbal trick. He is “interested rather in “How” the poem means, how it goes about being a performance of itself.’
So it is with brands. To an entrepreneur, the how is more important than the what… because the what is just a label. The how is everything else.
• A brand is a promise…kept. More than just a name, it is an assurance; a reason to believe.
• A brand tells your clients and potential clients more than what you sell. It tells them what you stand for.
• A brand engages consumer trust and creates emotional connection. That connection has the power to transcend price wars and competitive offers…and your occasional oversights or mistakes.
Why is this important? Because in a boundless marketplace, brands rule.
• Brands build name awareness
• Consumers stay loyal to brands – without the need for promotional incentives
• Retailers provide brands greater visibility because brands drive sales. And brand owners don’t need to launch
NEW! offerings…they leverage the brand to grow the business.
Just a little thinking out loud. After all, that’s how a blog means. Til next time. What are you thinking out there? Would love to hear more about brands and blogs and business matters. Take a shot. I’ll listen.