Sep 27, 2010
Companies need a “relevant” brand
Your brand is the sum of everything that you are putting out into the marketplace: your product, your service, your design, your marketing. Think of your brand as a person, it has beliefs, acts, makes promises.
You want it to make as many friends (customers) out there in the market as it can. A relevant brand is one that is speaking to the right group of people, saying things that they relate to, that will prompt them to buy, and that says it in a way that is different from the competitors. Understanding your relevant brand is essential to building a base from which you can strategically diversify from.
-Ken Tencer
*Adapted from an interview on The Business Coach, Episode 77 on Business Expansion Strategy at http://www.profitguide.com/podcast/532–podcast-77-business-expansion-strategy
Category: Branding, Spyder Works
