Brand Personalityīrand personality is the unique spectrum of characteristics and behaviors that are unique to a brand. Inspired by thinkers including Plato, Freud, Jung, and Joseph Campbell, archetypes are ideas or concepts that every human is innately familiar with, by virtue of being a human, regardless of culture or society.īy identifying which archetype your brand embodies, you can tell a powerful story about your brand that will resonate with audiences because of concepts they’re already innately familiar with. Of all the tools for brand development, only brand archetypes can give your brand the strength of a profound, shared human experience dating back tens of thousands of years. Your mission outlines how you plan to achieve your vision and your strategic objectives are real world milestones you establish to measure your progress. Your purpose is the answer to the most fundamental question your company faces: why? Your vision is the ultimate end state you hope to bring about with your work. It is made up of five parts: your purpose, vision, mission, values, and strategic objectives. It’s the outcome of the work done in the brand strategy phase, including research and positioning.Ī brand compass charts the direction your company is headed and why. ![]() The brand compass is a summary of the most fundamental truths about your brand. The fundamental elements of a brand include the brand compass, brand archetype, brand personality, competitive advantage, brand promise, visual and verbal identity, and brand experience. It helps to take a look at the most important elements of a brand, as these are the purview of the next concept we’ll explore in this post: branding. To better understand what a brand is and why it is so valuable, let’s start by breaking it down to its fundamental elements.īrands comprise a variety of different elements. It attracts more customers, at a lower cost per acquisition, who are happy to pay a little more and will buy a little more often. Nothing else even comes close.Ī strong brand increases the chances of customers choosing your product or service over your competitors. And as such, its brand is Apple’s most valuable asset. The Apple brand is the reason you literally couldn’t pay many Apple customers to use any other product.įor this reason, Apple’s brand is the company’s ultimate competitive advantage. The forward-thinking, seamless experience of the Apple brand has become an inextricable part of the identities of a legion of devoted followers.Įverything you need to know about rebranding your business-and avoiding costly mistakes. Apple’s brand may be intangible but that doesn’t mean it isn’t the single most valuable thing that Apple owns.Īs we learned in the previous section, Apple’s brand is how the company is perceived by those who experience it. They live in the minds of everyone who experiences them: employees, investors, the media, and, perhaps most importantly, customers.īrands are business tools that drive measurable ROI. You can’t hold it or hear it or even touch it. It turns out the Apple brand isn’t any “thing” in the classical sense of the word. It’s admittedly pretty cool marketing and advertising, but still.Įven Apple’s name and logo don’t encompass what we mean when we talk about the Apple brand. Those are the products Apple manufactures.Īnd it isn’t slick TV ads or dramatically staged presentations or chicly minimalist storefronts. It isn’t computers and phones and other cool stuff we can’t live without. ![]() ![]() We’re pretty big fans of Apple around here, so we’ll go with that. Much more than just a name or a logo, a brand is the recognizable feeling these assets evoke. ![]() Only by understanding brands and branding can you put these powerful tools to work for the growth of your business.Ī brand is the way a product, company, or individual is perceived by those who experience it. In what follows, we’ll bring clarity to the concept by exploring questions and topics including: “Brand” is one of those words that everyone in business and marketing uses, but not everyone actually understands. Ah, the fundamental question at the heart of it all: just what is a brand, anyway?
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