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potent brand

The short chapters are very much in a jot format, packed with straight-to-the-point advice and views on all things ‘brand’. The intention is for business owners, entrepreneurs, investors and marketers to pick this book up and finish it in one or two evenings. Then you can jump back into certain chapters whenever required.

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No business can thrive without a brand. But anything worth doing is never easy. This book has been created to make the complex as simple as possible, so that anyone can dive in and start building a brand.

Holibobs are dedicated to helping children diagnosed with Cancer and Leukemia spend precious time as a family through the provision of short breaks and holidays.

Strong brands have clear brand core values, an unequivocal positioning, and a long-term brand strategy. Consistent brand management with the help of brand rules ensures that the brand strategy is consistently applied in operative business. This helps to prevent a brand from overstepping its credibility limits.

A strong brand always has an impact internally as well as externally. It is not only the foundation for success in marketing and communication – rather, it is often a powerful and enthusiastic leadership and management instrument, which provides a clear action framework with defined brand limits, both internally and externally.

A brand strategy always has a content component and a style component that both have to be implemented so that the brand can always be clearly recognized by its brand messages and its brand style. In short: Strong brands give consumers a clear image of the brand and what it stands for.

A brand is strong when it condenses the peak performances of a company and makes them tangible over a long period of time, and credibly presents its uniqueness at all brand touchpoints. For instance, BMW conveys “Joy (of Driving)” in every interaction – whether in the car itself, on the web site, or in the company's own BMW museum.

Strong brands are therefore desirable and highly attractive. This has diverse positive effects on corporate success:

Instill authenticity into your culture

It’s important to remind ourselves that this kind of authentic brand belief must be truly foundational; it must come from the principles of the business. Too often, brands confuse principles with practices. They think that certain practices can define their brand, like messaging, when, in reality, practices can be fluid and change, while principles are carved in stone.

For people today, authenticity matters and they demand it — authenticity that lives firmly at a brand’s core, not some manipulated baloney pulled out of thin air. People look to why a brand does what it does and the reason its product/service exists. If a brand has a core belief and people believe what it believes, they will more likely become loyalists.

The Dyson conviction

But there are constant factors that conspire to take a brand off its course. So instilling and maintaining that authenticity takes talent, creativity, great execution and a whole lot of persistence. To use James Dyson again, he didn’t simply cross his fingers and hope that the people he hired and worked with would get on board — he made it happen through the ways he communicated and the things he communicated with, including writing an employee book that stated his belief between its covers so that there could be no misinterpretation.

And come they do. They pay extraordinary amounts of money for a vacuum cleaner and other everyday products. And while it’s true that people are buying a great product, what they’re also doing is buying into Dyson.

James Dyson’s strong, consistent and clear belief has built an incredibly successful brand, not only in terms of economic success, but as an innovation juggernaut, disrupting and influencing categories and even entire industries. Dyson is unwavering in its commitment to its belief and that has created a fiercely loyal customer army as a result — an army that is willing to follow that belief into all sorts of products.

And why not? For decades, businesses have looked outside of themselves for their beliefs. They’ve spent incredible amounts of time and money paying so-called experts to ask consumers what their brand should stand for. Once they uncover an appealing space, they use loads of money and fancy marketing to try to get consumers to buy into it.