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

 

13 Tips For Stronger Branding

This post is part of our series, “Thirteen Tips for Stronger Branding.” See the rest of the posts HERE.

Peekaboo image

You might have been thinking about whether you’ve been bringing your A-game to your branding – let’s face it: creating and maintaining a strong brand can be complicated, but I’m here to show you how to make your branding seamless — and help you understand why doing so is MORE than worth the time you put into it. Start here for 13 tips (yes, 13!) you can apply right now to make your brand and your business stronger.

 TIP #1: LOOK THROUGH YOUR CUSTOMER’S EYES

It’s extremely important to continually look at your brand through your customer’s eyes. After all, brands are relationships, and like every successful romantic relationship, there must be two mutually interested parties. Start 2013 with your first customer experience audit. Map out all the touch points on your customer’s journey. Many companies focus just on when their consumer uses a product or service. I want you to think about the entire process.

Think about the moment your consumer starts to interact with your product up until they set it down, until they leave your business’ environment. Enlist help of friends, interns, and neutral third parties, like that kid in a coffee shop playing on his iPhone 5. Ask all of those people to interact with your brand and report back to you on where they felt engaged and well guided and also moments when they felt abandoned or confused. Make sure to photograph or record the experience so that you have documentation and can reference it whenever you think about engaging with your consumer.

Check out tip #2 in the series, Focus on Usefulness, Not Innovation.

BRANDSCHOOL: WHAT THE FUSS IS ALL ABOUT

Like what you’re reading? 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 HERE

“I received huge value from Brand School. You can’t put a price on that experience. I loved the integrated learning experience and that we walked out of the series with a working brand strategy.” – Rachel Watkins, Brand Development for Large Businesses