If you’re building a brand, that’s the first question to ask. What is it that sets your business/product/service apart from your competitors?
If you can define a unique idea and you can build a viable business delivering on it, you won’t have any trouble branding it. The idea will be the brand.
That’s what sets Target apart from Kmart, Wal-Mart and all the other discounters in America. Target found an idea: good design. No one else was delivering it, much less claiming it. Today, good design is an attribute the American market is both aware of and appreciative of thanks to Target to a great extent. Continue reading What’s the big idea?
A major aspect of a brand platform, the document that will guide the brand-building process, pays identifies those to be influenced by the brand.
So, you should enumerate and define the various stakeholders who are important to the success of the brand. Continue reading Incorporating stakeholders into your brand platform
There’s one more aspect of the corporate brand platform having to do with the company’s interior.
I’ve covered the three statements – mission, vision and value, then discussed core values, corporate culture and corporate drivers in previous blogs.
The last corporate-derived element is a description of the branding organization. Continue reading Establish a branding organization with a manifesto.
This question is addressed in a new book, Soul of the Corporation: How to Manage the Identity of Your Company. It was written by two academics, John Kimberly of University of Pennsylvania’s Wharton School of Business and Hamid Bouchikhi, a professor at International Business School in Eurpoe (ESSEC).
An interview with author John Kimberly is available at Knowledge@Wharton. But if you don’t have time to go there, here’s my interpretation of his answer to the question: is there a difference between company identity and corporate brand. Continue reading Is there a difference between corporate identity and corporate brand?