#BusinessMONDAY: Brand Marketing Strategies ~ CJ Benjamin | @myBrandShoppe


A brand must…

1. Stand for something. It should know its customers
well and its values should align with its customers’
values. It should epitomize specific customer values so
well that customers will want to use the brand as a way
to express their values to the world.

2. Strive to be unique in relevant ways. Forget about
claiming to be the quality, service or innovation leader
(all of which have been greatly overused). Be unique.
Be different. Be unique and different in ways that really
matter to customers.

3. Make promises and deliver on those promises. Yes,
promise relevant differentiated benefits to your
customers. But, even more importantly, consistently
deliver on those promises at every point of customer
contact. Consider designing brand promise proof points
into every customer touch point. For even greater
impact, consider creating new customer touch points.

4. Interact with its customers, not sell to them. With
the advent of various technologies, including the
Internet, customers are now in control. They will filter
out anything that they do not find entertaining,
interesting or informative. Interact with them as a friend
would. Find ways to help them.

5. Constantly anticipate customer needs and innovate.
Brands cannot rest on their laurels. Become the Apple
within your category. Don’t be risk adverse. Take your
category by storm. Leapfrog the competition through
relevant innovation.

6. Co-create itself with its customers. Work with your
customers to evolve your brand and its products and
services according to your customers’ needs and
desires. Harley-Davidson executives go on H.O.G.
Rallies with their customers to experience the brand
with its customers.

7. Create a unique purchase or usage experience.
People pay more to Build-A-Bear themselves. Consider
the iPhone experience versus the typical mobile phone

8. Find ways to become more and more important to
its customers. Most brands have discovered that is far
easier and more profitable to meet an increasing
number of needs for existing customers than to try to
appeal to new customers. Become an expert in meeting
your target customers’ needs.

9. Be consistent in its identity. There is usually no
need to change names, taglines, logos, etc. People need
to recognize and trust brands over time. Don’t confuse
their ability to do so.

10. Build awareness. A brand can offer the best
products in the world backed by the best service at the
lowest prices, delivering the best overall value, but if no
one has heard of the brand, then all of this is for




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