Your brand is a promise of value. Excellent brands are unique, consistent, and authentic.
Your brand’s uniqueness answers the question, “How is your offering different or better?” To be considered better or different than your competition, your offering must have at least one feature or benefit that is measurably better than the competition.
A great brand has to be consistent to be recognized and believed; e-mail marketing campaigns need to use the same fonts, colors, images, and messages. This consistency builds familiarity and confidence.
Great brands cannot be faked. Authenticity means telling the truth; if you promise quality you must deliver quality. Customers have x-ray vision when it comes to the truth about you and your offering.
John Bradley Jackson
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