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Successful brands can create their own intrinsic value to an organization. In this episode we discuss how the value created by a brand creates many internal and external opportunities beyond marketing benefits.
While it may seem obvious, setting your brand apart from the competition is often easier said than done. Successful brands think beyond purely aesthetic or surface differentiation and find ways to meaningfully occupy an idea in their consumer's minds.
Gone are the days of "set it and forget it" with your brand. Instead, you need to embrace a continually evolving landscape where your customers, employees and competitors are continually in motion.
Successful brands understand that customers have unlimited choices, and a two-way relationship keeps you top of mind with consumers. This is not far-fetched or unrealistic when brands approach it by solving real challenges that their clients have, and positioning themselves in a way to solve those challenges better than their competitors.
As Jeff Bezos famously said, "your brand is what people say about you when you're not in the room." While much effort is spent on logos, brand guidelines, and messaging structures, if your brand doesn't resonate with your audiences, they will write their own version for you.
How do you create a vocabulary that people inside and outside your organization will want to adopt and use to talk about you? If you create it well, it will be something that employees are able to easily use, and something that is meaningful to your customers.
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