Focus On Usefulness, Not Innovation

This post is part of our series, “Thirteen Tips For Better Branding.” See the rest of the series HERE.

Here we go, folks, with another post in our “13 Branding Tips for Better Branding” series. Read on for another strategy for making your brand better starting now, and let me know what you think in the comments section below.

TIP #2 : FOCUS ON USEFULNESS, NOT INNOVATION

Brands need to curate innovative experiences in order to retain their current consumers and attract new ones. But brands also consistently fall into the trap of creating new bells and whistles that are more about stroking their own egos than really providing value. A great way to avoid this is to focus on your brand’s ability to be useful. Stop thinking about innovation, at least momentarily. By shifting your mindset from a somewhat internal notion of innovation to a more external one of usefulness, you’ll be able to more effectively serve your consumer.

Usefulness automatically puts the customer at the heart of your development process. Let’s take one example. Zappos was originally founded by Tony Hsieh as an online shoe company, and was purchased by Amazon in 2009 for $900 million. As a brand, Zappos’ policy is to help customers find the exact shoes they want, even if it means finding them on a competitor’s website. This commitment to usefulness has created dedicated and passionate Zappos fans and brand ambassadors to boot.

Check out tip #3 in the series, Build Your Verbal Identity.

HOW CAN BRAND SCHOOL HELP YOU?

Psst: For more actionable strategies, consider BrandSchool. BrandSchool is the premier program that teaches you how to grow your business by building a stronger brand. From bull’s eye targeting to strategic social media and more, Brand School shares current best practices from Virgin and other world-leaders in branding and shows you how to apply these lessons to your business for greater impact from day one. Learn more about Brand School’s next semester and esclusive offers for BrandTwist social media friends when you join the BrandTwist newsletter HERE. 

“I’ve taken quite a few courses on branding and marketing overall. However, what attracted me to Brand School was Julie’s experience with branding from a corporate level.” – Malla Haridat, Coaching for Small Business and Entrepreneurs

 

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