The ultimate brand

Super brandby Tony Fannin, Partner, BE Branded  |

Brands, as discussed several times on this blog, is about what you stand for, not what you do. It’s not a logo, colors, graphics or even mission statements. It is why you exist in this world and the value you bring. Great brands are able to convey their emotional uniqueness in a twitter feed.

The ultimate brand can be stated in one word. Impossible, you think? Difficult, yes. Impossible, no. Having customers emotionally connect you with one word takes clarity, discipline and investment. And, it doesn’t happen overnight. The next question to ask is, “Is it worth it?”. In one word, yes. The REAL value of any company is their brand. If is weak or non-existent (commodity), you are leaving money on the table. Generic coffee, 99¢. Starbucks coffee, $4. Which would you rather own if you were selling a company, Godiva or Sunspire (both are chocolate brands)?

Has any brand owned a single word? See what comes to your mind with this example list:
• Search
• Overnight
• Copier

For me:
• Search = Google
• Overnight = FedEx
• Copier = Xerox

The point is you don’t to have a single-word brand, but the essence of getting to the core of who you are is the important principle. Great brands are when customers have an emotional connection with you instead of just head-knowledge of what you do. Non-brands are replaced because the competitor is 5¢ cheaper. And when it comes to the value of the company, you can add 20% because you are a brand.

In one word: wow.

About Be Branded

Tony Fannin is of President of BE Branded, an integrated marketing firm who helps clients BE Somebody to their customers. If you aren't somebody, then you are commodity.

2 Responses to “The ultimate brand”

  1. Nice article. Love the way you presented the branding symbols.

    • Thank you for taking time to read my blog and commenting! I appreciate your kind words! I will definitely check out your site as well. Best Wishes, Tony

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