How to Build a Dynamic Brand

by Lou Killeffer

While brand positioning isn’t particularly hard to explain, neither is describing how a plane flies. But the physics of rapid air flow over the wings is one thing; actually designing and piloting a plane is something else all together.

Definitions

First, some simple definitions. By way of example water, caramel, caffeine, sugar and cinnamon are commodities. Taken together, they create a carbonated soft drink called a cola, which is a product. Coke, however, is a brand.

A strong brand is a promise marrying a differentiated, competitive advantage with a compelling consumer insight. A singular, clear idea that’s entirely authentic; true at once to its roots and the consumer’s experience. When it clicks, it’s a disruptive solution today and a distinctive solution tomorrow.

The goal of course is creating consumer preference because the vast majority of companies are simply transforming commodities into products and services. Product parity leads to purchasing on price alone. Brand differentiation and preference are the path to premium pricing and sustainable competitive advantage.

Net, a dynamic brand is an exceptionally valuable asset. And while it may play many roles, internally and externally, at its parent company, it’s primary function is to propel the business. That’s because the brand is all about growth, and ultimately the mark of a leader. In this way it’s important to recognize your brand positioning is not a marketing asset – your brand positioning is your primary business asset.

When It’s Working Well

A strong brand positioning distinguishes your offering in the marketplace, connecting with and earning access to the target’s consideration set. Marketing and sales efforts stimulate demand, expanding and qualifying the target audience by promoting the positioning. Done well, this creates new customers by engaging with and closing prospects who explore and then embrace the brand in their own self interest. At the same time, marketing and sales activities further inform and inspire the faithful among the brand’s community of consumers, dealers, partners, and employees.

Each individual consumer experience reinforces the brand positioning, fulfilling the original promise. With success, this journey yields consumer loyalty and then consumer advocacy which expands and refreshes the brand as it increases its relationships.

Building a Brand Positioning

 Every dynamic brand encompasses nine essential elements. While each has its role and can be discerned independently, their impact is most often taken and felt all together; not as separate aspects but as contiguous parts of the whole. Particularly as they’re all completely aligned and mutually reinforcing. And while they’re not necessarily perceived in the sequence suggested below this may be a good direction for the brand builder as the best brands proceed from the following:

1. Clear Vision

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