Connect with us

Branding

The Secret Of Million-Dollar Brands Is Their Cult-Like Following

Your brand’s hardcore, true believers are the most persuasive advocates possible.

Kimanzi Constable

Published

on

Apple-Brand

When you think about some of the world’s greatest brands and most successful entrepreneurs, they all have one thing in common – a cult-like following.

When Apple releases a new iPhone, there are people lined up for days outside of Apple stores all over the world. When Malcolm Gladwell releases a new book, it’s all but guaranteed to be a New York Times bestseller. When Warren Buffet invests or buys a company, there’s a large group of investors who follow suit.

We live in the Information Age. Today, three billion people log onto the Internet every day. We live in a time of unparalleled access to knowledge and opportunity. There’s has never been a better time to build a million dollar brand that attracts some of those three billion people.

Successful brands have a loyal and cult-like following, and it’s not an accident how they reached the position they are currently in. There were six ways they built their brand and principles they continue to use despite reaching incredible levels of success in their lives and businesses. You can use these principles to build your brand, and that, in turn, will build your business.

1. Never stop connecting personally

One of the issues that arise when you achieve success is having enough time. You have responsibilities that need to be taken care of while having to maintain your business and its growth. Successful brands are one where the customer feels that personal connection.

Despite having grown a highly popular and cult-like brand, Gray Vaynerchuk continues to connect with his clients/followers on a personal level. That personal connection is what fuels his fans to tell others about Gary.

Word of mouth marketing is still a powerful way to grow a business. Don’t lose sight of where you started and who helped you get to where you are. You can’t connect with everyone, but you can do your best to stay in touch with your community.

Related: The Ultimate Marketing Tool Library for Entrepreneurs

2. Don’t copy influencers

Copy-cat-mirroring

One of the most common ways to create success is to model it. Modeling, however, is NOT the same as copying. There’s a temptation to look at the leaders in your industry and try to copy what they’re doing.

Consumers buy from someone they know, like, and trust.

They can never start the buying process in their mind if they never get to know the real you. You’ll never create a million dollar brand if it’s the clone of someone else’s.

3. Over deliver on your promises

People recognise and respect a brand that’s real. There’s no shortage of self-proclaimed “experts” that make promises but don’t deliver. Million dollar brands start with an entrepreneur who does what they say and works hard to fulfill their obligations. Don’t make promises just to impress — make promises that you’ll do everything in your power to make a reality.

Related: 4 Digital Marketing Trends to Pay Attention to Right Now

4. Create systems that foster growth and innovation

A business and its brand live and die by its ability to innovate. In recent years, Apple has been questioned because of a perceived lack of innovation. You can innovate and grow when you put the right systems in place.

These systems can include:

  • Delegate to your employees, a virtual assistant, or a consult who knows what they’re doing.
  • Have a plan for promotions for the calendar year.
  • Spend time creating your marketing campaign and make sure everyone involved understands the vision.
  • Have regular brainstorming sessions.

5. Continue to grow through personal development

personal-development

Your brand is connected to you as a person. If you want your brand to grow — you have to grow. Your personal growth can happen when you create healthy habits. These habits start with your health.

What you eat and how active you are have an effect on your energy and confidence — two things needed in entrepreneurship.

Growth also involves your mind. Reading books, watching inspiring/instructional videos, and investing in training all help you grow as a person, which leads to the growth of your brand.

Related: The Complete Guide To Writing A Marketing Plan

6. Never get success make you complacent

When you study successful brands, and the entrepreneurs behind them, you see a group of world changers. Elon Musk has redefined what we thought was possible in the auto, solar, and space industries.

He could sit back and enjoy the fruits of his labor, but he continues to push forward. There are many entrepreneurs and brands like him. Success doesn’t have an end destination — it’s a constant state of growth. When you continue to grow, you create that cult-like million-dollar brand.

Complacency is the enemy of growth.

A million dollar brand, and beyond, is possible in your business. You can create loyal and raving fans who will stick with you for life. It starts with embracing what makes you unique and owning it.

Don’t try to copy even the most successful entrepreneurs. Just because it worked out a certain way for them, doesn’t mean you can copy and expect the same results. Build your brand differently.

This article was originally posted here on Entrepreneur.com.

Kimanzi Constable is a former bread delivery guy who self-published two books that have sold more than 82,000 copies. He is a published author, international speaker, life and business coach. His mission is to help men and women live life by their own design and create true freedom in life. Join him at KimanziConstable.com.

Branding

(Infographic)Top 10 Reasons To Rebrand Your Business

In order to grow, sometimes you’ve got to go back to the drawing board.

Published

on

twix

Businesses often need to rebrand, and it can be a result of many reasons, including international growth, new management, a bad reputation or an outdated image. Whatever the reason, it’s important to create a stellar brand that people will remember.

Because of internationalisation, Raider changed its name to Twix. If you plan to grow internationally, it’s incredibly important to choose a brand name that’s adaptable and appealing to cultures worldwide.

Related: (Video) Three Tips To Read Before You Rebrand

Walmart, known for its low prices, is also a prime example of a major company that wanted to reposition itself in the market. However, instead of changing its name, the company simply changed its slogan from “Always low prices” to “Save money, live better.”

When Steve Jobs returned to Apple in 1997, he changed Apple’s rainbow logo to a sleek metallic one. Keeping up with trends, changing times and his vision for Apple’s future, Jobs’s rebrand worked well and aligned with the company’s brand of offering minimalistic, contemporary products.

If you’re planning to rebrand your business, it’s important to think about what will help your company grow. To learn more, check out Custom Logo Shop’s infographic below for the top 10 reasons to rebrand your business:

1524235416_reasons-rebrand-business-infographic

Related: 5 Steps To Becoming A More Recognisable Brand

This article was originally posted here on Entrepreneur.com.

 

Continue Reading

Branding

3 Ways To Build Your Brand Identity Using Content Marketing

Can your content pass the ‘logo test’? If not, it’ll be just another one of those generic articles that bombard your target audience each day.

Published

on

brand-content-marketing

Can your company’s content pass the “no-logo test”? When I work with digital strategy clients who are struggling with content marketing, I always ask them to take the logo test, inspired by this excellent Content Marketing Institute article. You should try it, too.

To do that, copy and paste articles you’ve written, along with articles from your competitors, into Word documents. Print out the documents and lay them side by side. Now, can you identify your content from the competition’s without the aid of any logos or company names? If your content lacks a distinct voice and tone, it won’t stand out.

I get it: When you’re first getting started with content marketing, even publishing a blog post every few weeks can feel like a major victory. But once you work out the mechanics of content ideation, you should put in the time needed to create content that brings your brand to life. Why? In a world drowning in digital clutter, content marketing is most effective when you provide a clear, distinct viewpoint that’s beneficial to your target audience.

“Brand voice is the intentional, consistent communication of your business identity,” brand strategist Dima Midon told me in a recent phone interview. Midon, who founded the brand strategy and digital marketing firm TrafficBox, is an expert in all things SEO and search-engine marketing. He also knows that these digital strategies are incomplete without a solid branded content foundation.

“From start-ups to global businesses, the organisations with the best content strategy are those that create content reflective of their brand’s unique personality and then use this content to build stronger relationships with prospects and clients,” says Midon.

Related: Brand And Marketing: Finding The Balance For SMEs

Branded content has exploded in popularity over the last five years. For clients and customers, reading branded content – in general – is far more interesting and relevant than a marketing ad. “Branded” means content that’s informative, interactive and entertaining and brings value to a reader’s day. Thanks to social media, such content can catch on like wildfire, rapidly reaching a far wider audience than a standard marketing message.

Vision, voice, and value: Bringing branded content marketing to life

As the name implies, “branded content marketing” needs to be grounded in your brand’s identity. If your content can’t pass the “logo test,” it will be just another of those generic pieces daily bombarding your target audience. To make your content stand out, bring your brand identity to life with three steps:

1. Define your vision

Your organisation likely has a mission or vision statement, company goals and core values. Consider how the content you create will reflect this mission, goals and values. Then align this vision with your customer’s needs. Every piece of branded content you create should apply your company’s unique perspective and expertise to problems your customers face.

Example? Consider the “Open Forum” American Express sponsors, to provide small business owners with the “insights, inspiration and connections” they need to grow their business. While topics range from money management to team building, every piece of content Amex publishes here is dedicated to advancing its vision of helping small businesses thrive.

2. Define your brand voice

A distinctive, unwavering brand voice is an essential component of successful content marketing. While you may have a very clear idea of your brand’s voice, ask yourself, is everyone else at your company on board with this voice, too? Brands, like people, need to prioritize certain traits, to build a reputation. Scattered messaging and inconsistent brand voice can confuse your audience.

So, take time now to codify brand voice and guidelines. Many B2B companies, for example, seek to strike a balance between professionalism and accessibility. They want to be viewed as subject matter experts without sounding too technical or complex. Consequently, the corresponding brand-voice guideline might emphasise the use of clear, concise language that avoids technical jargon.

Example? MailChimp’s brand voice is a great example of how a B2B company can strike this balance. The company isn’t afraid to show a little personality with the use of cultural references and colloquial phrases its customers can relate to. Consider the clever Sherlock Holmes reference for the website’s 401 error message, below.

10636-11ro51z

Related: 5 Steps To Building Your Personal Brand From Scratch

What’s the secret ingredient that elevates generic content to a brand-building masterpiece? Your brand voice.

Your own brand guide needn’t be lengthy: Voice and tone can be covered by just a few guidelines. (I’m a fan of MailChimp’s voice and tone guide, available free as part of its master Content Style Guide.) What matters most is that you codify these guidelines so there is a single set of rules for everyone working on content at your company. From the work of freelance writers to that of marketing directors, your company’s content marketing will reflect a consistent brand voice.

3. Define your value

Branded content is beneficial not only for defining the buying vision in your favour but also for reminding existing customers about how valuable your offerings truly are. From case studies to white papers, how can you create content that helps existing customers maximise the value of your offerings? Perhaps you can spotlight a new offering or provide tutorials for advanced features. The key is to use your branded content to move from a transactional relationship to a customer-centric one that delivers real value.

Example? The enterprise software company SAP has nailed this mission. While many of its products and services seem technically complex to the average B2B decision-maker, the company’s white papers expertly explain the importance of digital transformation in accessible layman’s terms. Most importantly, this content is never a “hard sell” for SAP, but instead subtly reminds customers about the valuable benefits SAP can present as a strategic partner.

Rather than sending marketing material to customers touting your “top of the line products,” then, send them branded content that explains how to use your products to solve their problems. Content that maximises perceived value strengthens your brand and drives customer retention.

Related: How DJ Dimplez Built His Brand And Business From A Passion

Bottom line

Content marketing is an essential B2B marketing strategy that’s continuing to gain in importance. According to HubSpot, B2B marketers allocate 28 percent of their total marketing budget to content marketing. But before you too jump on this bandwagon, be sure your content is aligned with your brand vision, voice and value. Doing so will ensure your content is impactful, relevant and worth the investment.

 

This article was originally posted here on Entrepreneur.com.

Continue Reading

Branding

Brand And Marketing: Finding The Balance For SMEs

For some entrepreneurs, this can be quite a sobering thing to do whilst for others it reinforces that they are on the right path to success.

Gary Harwood

Published

on

branding-and-marketing

Being in business is about more than just hitting the bottom line. Sure, financial growth is imperative to continued success. But if nobody knows about you, then your achievements will be limited to the short-term. Enter the world of brand and marketing.

To the uninitiated, these concepts might seem interrelated. And to a certain extent they are. However, branding revolves around delivering on a promise, it is what defines you as an SME and what makes you different from your competitors.

Marketing is about how you do it – your tactics and your strategic goals. It is about promoting a product or service to sell and earn revenue.

Both are equally important, and no entrepreneur can afford to ignore one in favour of the other. But how do you balance a limited budget and resources to finding the right balance? In some ways, it is best to take a step back and view your business from the perspective of your customers.

Related: The Secret Ingredients to a Successful Branding Strategy

For some entrepreneurs, this can be quite a sobering thing to do whilst for others it reinforces that they are on the right path to success.

Emotional versus rationale

Cynics might argue that branding is all about emotions while marketing is a more rationale (and logical) pursuit. After all, how do you ‘know’ your customer? How do you analyse the effectiveness of your brand promise?

It might be an easy thing for large organisations to measure, but for a business just starting out, it is quite a challenging prospect. Given how data has exploded in recent years, organisations have a wealth of information at their disposal to analyse, scrutinise, and draw insight from in getting to grips with the effectiveness of their brand promise.

And while this might seem daunting for your SME, it does not have to be the case. While there are more than enough models to measure brand equity, most are challenging (not to mention costly) to implement and they all require extensive research.

Fortunately, things like internal staff surveys (questions like what do your employees think your brand identity and promise is), how integrated your brand and marketing efforts are (do your tactics reflect what you want to achieve), and how you compare to the competitors, can be reviewed relatively quickly and cost effectively.

Related: The Economics of Branding

The business of marketing

Marketing can add a dynamic component to this mix. By focusing on the tactical elements of how to achieve business growth (specific to your brand promise), the SME can develop a more nuanced strategy that factors in both emotional and rationale elements.

We all want to make money but that hardly has the makings of a solid marketing strategy. In fact, marketing is less about flashiness and more about implementing solid business principles.

Sure, the sexiness comes in some of the tactical executions but it all revolves around delivering value to shareholders, marketing to the strengths of your business, and setting yourself apart from your competitors.

A successful marketing campaign revolves around bringing customers to your business. And this is where the brand promise is so important. You must understand what the customer requirements are if you are to deliver tactics that fulfil them.

Business today requires branding and marketing to work together. By compromising the one in favour of the other will not result in any significant long-term gains but risk your SME losing ground to competitors.

Continue Reading
Advertisement

SPOTLIGHT

Advertisement

Recent Posts

Follow Us

Entrepreneur-Newsletters
*
We respect your privacy. 
* indicates required.
Advertisement

Trending