Being loved by everyone
Create commitment and awareness of your company and your brand by adding new qualities to your brand.
Maybe we’re just too dull?
Brand managers unfortunately have far too many people to please. They’re under pressure to meet the customers’ requests and the financial expectations of the company’s shareholders. You could end up trying to be all things to everybody and risk becoming a generic brand. That doesn’t mean the brand is doing anything wrong, it just simply stops being exciting.
People look at brands as a means of achieving something, and there are times when they want them to surprise, inspire or entertain them. The intention may be to give customers the feeling that they’re buying an experience. Skodas were viewed as some of the most boring cars on the market until VW, owner of Skoda, stepped in. They brought a little more credibility to the cars and injected life into them, making them inexpensive little challengers in the market.
Adding some new qualities to your brand can be a simple way of encouraging renewed confidence among your customers. This may be just the opportunity you need to create commitment to and awareness of your company and brand. You’ll suddenly find yourself at the cutting edge again, with a brand that people find lively and exciting!
Checklist
Can you put your finger on the little bit extra your brand offers?
Do your customers like your brand, or do they love it?
Is your brand as “alive” as your competitors’ brands?
