Is Your Brand Dispensable? (And What To Do About It)
Does your brand never have the top-of-mind presence it should have especially when customers and clients are ready to buy?
Or worse, is it only sought out as a last option?
Part of this comes down to what I call the holy trifecta of branding consisting of three factors.
These factors impact:
- How authentic a brand (and its employees) seem to be
- How original a brand is considered, and
- How innovative a company is.
Without these, you can stop looking around wondering what the answer is to the question, “Why is your brand dispensable?”
So, Let’s Determine, Is Your Brand Dispensable?
It comes down to three vital factors.
Authenticity is simply “being real” and being accessible.
Originality is demonstrated by a company and its brand ambassadors (primarily its employees) in their actions, specifically proactive actions versus actions that merely respond to disasters after the fact.
Innovation is a matter of how ingeniously do you manage the resources you already have (as distinct from the type of innovation one might find from Steve Jobs or Elon Musk). In other words, innovation is an everyday thing accessible for everyday use (not just special breakthroughs) by “mere mortals.” (Want to know “What is innovation?” Watch this video.)
So, which of these do you focus on?
Or is choosing between them really the correct approach?
I answer this in this week’s One Minute Wednesday.
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