Uncover a compelling idea. Behind every great brand is a unique idea which captures customers' attention and loyalty by fulfilling a need.
Have a resolute core purpose and supporting values in your branding. This should mirror what your community stands for. These also need to remain in place year after year. Consistency in delivering your promise.
Have an organizational focus on branding. Leading organizations consciously ask themselves: “How will this decision impact upon the brand?” Is this “on-brand.”
Own a distinct position in the mind of the consumer. If you don't have a position, begin to build one ASAP.
Stay relevant and stay in touch with consumers. When was the last time you updated your marketing strategy?
Never forget that you are on a road to a brand relationship not just a one time transaction.
Make sure your organization's message is different that your competitors. Does your website look and feel like your competitors? You must stand out in tough times to be the brand of choice.
Engage prospects. Don't control your brand by saying “Buy this today, act now.” Begin to build relationships and ask for feedback and ideas from prospects. Let them feel like they are part of your brand.
In tough times brand for the long run. I know it sounds contradictory but short-term promotions and price propositions will only get you in hot water later. Don't become known as the low cost option. Sell value and what makes you unique.
Make a web strategy part of your marketing mix but don't ignore traditional media. It's all about enacting an integrated campaign by touching prospects visually, verbally and emotionally.
