ROB FRANKEL <rob_at_robfrankel.com> WROTE:
> Branding and awareness are not the same thing.
> First you create the brand; then you raise its awareness.
TO WHICH LK <lkuek_at_thenew.net> REPLIED:
> How would you determine what your brand is first? I
> thought I covered that in step 1? Your brand is
> determined by what your strengths and weaknesses are,
> aren't they?
>
> "Brand" would assume your company were committed to an
> ideal. I am also assuming that this ideal corresponds
> to one of your strengths.
>
> Step 1
> Strength: tech support around the world
> Utility: Leverage tech support in different time zones
> to cover your off hours
> Step 2
> Benefit: tech support 24/7/365
> Brand: Round the clock support
Ah, well, here's where the book comes in real handy.
Your brand can be anything you decide it will be, but
first you have to articulate what that is. Notice
that what you have listed here are attributes, These
are commodity items. If you can't articulate why
they're NOT a commodity, how will anyone else know --
let alone be motivated to choose yours?
Look at it this way: Those are what YOU have. Why
should THEY care?
You know you have a brand when you can explain why
customers willingly pay a premium for a product or
service that others sell for less -- in two sentences
or less.
Rob Frankel, http://www.robfrankel.com
Big Time Branding Guy and Author of "The Revenge of Brand X: How to
Build A Big Time Brand on the Web or Anywhere Else" on sale now at
http://www.revengeofbrandx.com * mailto:rob@robfrankel.com
Received on Mon Jun 05 2000 - 20:37:31 CDT
