The Real Story of Trump's Brand Success – 5 Important Lessons

I have watched the campaign and investigated the career of Donald Trump for insights into his marketing and branding strategy. While some would call him a demagogue, bombastic, embarrassing and rude, there is no doubt he has built a successful business brand and media career and has attracted millions of people, across all demographics, to his campaign for president. He shows energy, confidence and enthusiasm, essential elements in any world-class brand. As I watched him speak and tracked his growing popularity and presidential campaign, I was left with the notion that Donald Trump understands and uses many successful brand marketing rules and techniques that should be in the playbook of any aspiring brand. Here is my list of lessons in no particular order.

BTW, this is neither an endorsement nor a negative on the brand of Trump, but merely a timely example of personal and corporate branding.

Signature Look

Whether it is a company or personal brand, all successful brands visually evoke immediate recognition of that brand's products and services. The visual identity serves as a touchstone for a brand's essence, personality and identity. Strong visual identity is meant to evoke an emotional response. While business brands typically use a logo, brands based on people are often built on a particular look that comes to represent that person. Think of Bono's sunglasses, Fidel Castro's beard, Michael Jackson's glove or Queen Elizabeth's hats. Almost any element of your clothing or appearance can be part of your unique trademarked look. This includes hairstyles. Think of Albert Einstein's crazy hair or Donald Trump's mysterious auburn hair comb over with his trademark Trump branded suit and tie. Love it or hate it, it has become a visual identity symbol uniquely attached to Trump's brand.

Source: http://www.vanityfair.com/news/photos/2015/09/an-illustrated-history-of-donald-trumps-hair#15

You can find a link to the entire history (yes ... really) of Donald Trump's hair styles in this Vanity Fair article.

Earned Media/PR

According to some reports Donald Trump has received up to $2B in free or earned media. This is in contrast to owned media (content you own or produced that gets readership) or paid media (advertising for eyeballs). Earned media is media that comes organically through websites, TV interviews and social media. The idea is the more earned media you get the less paid media you have to buy. How does he do it? By making himself totally available to be interviewed, through his raucous rallies and by continuing to provide new, weekly content that gets media to cover and report on the latest thing he said or did.

The chart below, by the New York Times and ASG Media, shows how the Donald is killing it:

Source: http://www.nytimes.com/2016/03/16/upshot/measuring-donald-trumps-mammoth-advantage-in-free-media.html?_r=1

Licensing

Donald Trump has also been successful because he licenses his brand. Trump hotels, Trump golf courses, Trump TV shows, Trump ties and many others. The Trump name is licensed for a fee and/or a cut of the revenue. Trump's licensing strategy is extremely important to his overall success and wealth. According to the Washington Post, "a one-page financial summary he issued when he launched his campaign last month valued his “real estate licensing deal, brand and branded developments” at more than $3.3 billion, which would make it the largest single source of Trump’s claimed $8.7 billion total net worth as of 2014." What does the Trump brand mean? The same article said, "full meaning of the brand: He is a world famous real estate developer. Famous for his endeavors not just in real estate but in sports, gambling, entertainment and recreation.” His name, they argued, had “developed significant goodwill and trademark significance.”

This doesn't mean that all brand licensing agreements are successful. The legal issues he is facing with Trump University and the questionable licensing and failure of the brand to create Trump Steaks, shows what can happen to brands that are in legal disputes or are overly extended. To make things even more complicated, not all of Trump's buildings are Trump owned as failed licensed name developments in Panama (Trump Ocean Club) and Baja (Trump Ocean Resort) illustrate.

Source: https://creativemarket.com/blog/2016/03/23/donald-trump-and-the-rebrand-of-the-century

Source: http://postonpolitics.blog.palmbeachpost.com/2016/03/11/trump-steaks-our-food-writer-gave-them-an-a-rating-in-2007-taste-test/

Storytelling

Compelling brands tell stories. Stories evoke imagery and meaning that help us learn about who we are and the concept they teach us. “It has been said that next to hunger and thirst, our most basic human need is for storytelling.” -Khalil Gibran.

There is real neuroscience behind storytelling as well. Science says that our brains are more activated when we listen to stories vs. being told facts.

Source: https://www.pinterest.com/TechniqueJunkie/writers-resources/

Storytelling makes facts come alive. They make conceptual ideas real and tangible. Stories help us understand why a person is unique. Trump's stories are about how he took a "modest" $1M loan from his father and turned it into a multibillion-dollar enterprise and how he raised a great family. Stories are also told in the campaign promises he makes.

Who could forget “I will build a great wall—and nobody builds walls better than me, believe me.” Stories are also told when he creates labels for his competitors. This is called “de-positioning.” Jeb Bush was "low energy" and Ted Cruz became "Lyin' Ted". Trump keeps his stories simple and "black and white" to appeal to the masses who are tired of political rhetoric. There are no ambiguities or complex narratives in his storytelling.

Archetype

All successful brands have built strong archetypes and have woven them into the personality, identity and storytelling of their brands. Archetypes have their basis in Jungian psychology and represent a stereotype of a universal character that frequently showed up in literature and dreams. In other words, an archetype is a pattern of a character – the images, symbols and behaviors that create a character in literature. The idea links people's passion and needs in the form of a character they identify with. For example, Dracula and Frankenstein represent archetypes of horror movie characters. A strong archetype combined with a great brand story, identity and personality is the stuff that makes brands great. World class brands do this well and Donald Trump is no different. Common archetypes are depicted in the graphic below.

Source: https://first-the-trousers.com/2014/11/25/positioning-roulette-brand-archetypes/

In addition, you can break down these archetypes into specific behaviors, motivations and attitudes. Scholarly research has linked these archetypes to specific brands.

Source: https://books.google.com/books?id=l6qXGiTld1sC pg. 13

So what is Donald Trump's archetype? There have been many examples of what it could be. For example, he has been characterized as a Political Authoritarian (North Korea's Kim Jong-un) or a peaceful Revolutionary (like Martin Luther King or Gandhi). And I believe there are some elements of each; however, I think Donald Trump's primary archetype falls in the Hero category (like Nike) and looks something like this.

Source: http://kayeputnam.com/brandality-archetype-hero/

This leads me to my final point that brands can fit in more than one archetype. There can be primary and secondary dynamics occurring. Great brands that have survived over time have a signature look,  garner strong earned media, presence through public relations, expand through licensing of their brands (where applicable), tell stories and ensure their brand essence and identity is firmly rooted in a strong archetype. There are many other elements of a brand to consider, but this list is a good start.

What do you think? Let me know your thoughts at vferraro@clevelpartners.net. And we, at C-Level Partners, are here to help you identify, solidify and create your company's unique brand strategy. Feel free to contact me directly for a checklist of branding activities, a copy of my newly minted “Brand to Sell” book, and also set up a one-hour, complimentary discussion.

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Your Business and Brand Renewal: Critical Components for Survival

Renewal of businesses and brands is critical for survival. That sounds trite but true. On-going businesses have challenges to stay relevant in their markets. A recent study indicated that of the Fortune 500 companies in 1975, less than 75 were on the Fortune 500 list just 40 years later. More than 500,000 new start-ups are created every year in the US alone. Of that, 50% are likely to fail within the first year. Within the first five years, another 50-80% are expected to fail.  There are many reasons for failure of businesses including a bad economy, lack of funding and lousy business ideas or structures. Certainly these are contributing factors. Yet, regardless whether you are a startup, small business or corporate giant, we believe that another big reason is a business' inability to adapt to changes and become “fast, fluid and flexible.”

                                                 

How does one meet that challenge? The marketplace demands and expects businesses and brands to evolve over time. A proactive renewal process keeps a business relevant and in tune with customers’ needs and new business models, as they too evolve. Sometimes these changes are barely noticeable beyond the normal rhythm of business news and information. On other occasions. it is big, noticeable "in-your-face" change.

Consider the following three companies: GM, GE and Kodak. During the Great Recession, GM had to be bailed out from a distressed state and eventually streamlined their car line and brought in new management to affect the turnaround. GE, a model of growth in the 80s and 90s had fallen on hard times and while the company continues to expand, it is not the Jack Welch's GE of old. Kodak, one of the great brands that many of us grew up with is a pale shell of itself as its business models and strategic plans did not evolve and the company was not able to take advantage of the new digital era. I am sure that each of the readers can think of several examples in their industry of companies that were successful and unsuccessful in their attempts to renew their business model and brand.

An example of a successful company that went through business and brand renewal is Cintas. Cintas started its business in industrial rags and laundry in the early 1950's. They created a distinctive set of capabilities and its own business model called “The Cintas Way” which was a combination of products and services wrapped in excellence in process and technology.  Their   plant operations, a highly refined logistics capability and a customer intimate focus in its sales and marketing that combined service innovation with customer knowledge helped guarantee their success.  Why? Cintas took a very proactive approach albeit somewhat evolutionary. Cintas grew its brand through continuous growth along several strategic vectors in the “Ansoff Product/Market Matrix.” They created new markets, new products and services based on their ever evolving strategic capabilities, and through distribution partnerships. Think about this. Cintas went from rags and laundry to address the security needs of companies by building a secured document destruction and document storage business. How is that for business/brand renewal?

Over and over I've seen how businesses that adapt and change are much more likely to stay in business than those who fight tooth and nail to stay the same as they have always been.

I'm here to tell you that no business is too big to fail or too small to succeed. Let's look at companies like Borders or Blockbuster.  Borders failed because they relied too heavily on the brick and mortar retail business of their stores. Barnes and Noble, by comparison, added technology in the form of Nook was more aggressive with e-commerce of their retail products. As a result, they built an eco-system of digital content delivery to reinvent their brand and their business. Borders went out of business in 2011 while Barnes and Noble is still in business today. At this time, it looks like Barnes and Noble will need another reinvention/renewal as it is struggling financially as of late.

In a similar fashion, Blockbuster failed because they stayed true to their brick and mortar stores and did not see the threat from a little-known upstart named Netflix. They failed because they were unable to adapt to the market disruptions in their business, mostly because digital delivery of content were disrupting their traditional retail storefront business. By the time they responded to Netflix, it was too late as this article explains.

Why did this happen and could it have been prevented? The companies that were proactive, fast in making decisions, fluid in their response, willing to pivot and flexible in adopting new businesses and business models were successful. Of course, a company is only as good as their executives so we have to give credit to the vision and execution of their top teams. They all anticipated change and adapted their businesses to the realities of the new marketplace. Continuous improvement requires a feedback loop that continually evaluates, assesses, designs, implements and manages the change that is derived from the process. Those companies that were successful delivered on this key requirement.

It's important to note here that this improvement process is a result of a “business system.” What do I mean by system here? A system is a repeated course of action – a way of doing things that brings about a desired result. The combination of people, time, money, tools, systems and processes used to manage the business had a significant and critical impact on the ability of these successful businesses to adapt, evolve and improve over time.

Keep in mind that no company, large or small, gets it exactly right on the first try, which is why starting a business or building a brand is such an iterative, discovery-based process. Through each business cycle executives will learn something new and modify or evolve their business model to adapt to change. Sometimes that change is incremental. At other times, the change is much more significant. Business assumptions change and your business models will change as you will learn more about the customers and niche you serve. Changing directions, implementing a new business model or revitalizing your brand does not mean failure. In fact, that realization is the end result of a visionary and clairvoyant company. It may or may not result in a completely new vision and direction. It does, however, mean taking stock of everything and adjusting the strategy and plan accordingly.

Do you have any business renewal stories you would like to share? For additional reading on this topic, please check out our other articles on renewal in our April C-Level Beacon newsletter and on our blog available at www.clevelpartners.net/blogs.  Also, there have been a couple of articles written in the HBR and TIM that focus on renewal that you may find interesting.

C-Level Partners focuses on profitable growth and we would be happy to chat with you about your brand, your business and your vision. Drop us a line at info@clevelpartner.net or vferraro@clevelpartners.net.

Adapted from my book, 'Brand to Sell', available on Amazon.com

How to Create an Awesome Tagline for Your Brand

How do you create a memorable tagline? Once you have determined your brand identity and secured your name, you'll want to set your focus on creating a compelling and memorable tagline. What is a tagline, you ask? Sometimes it is called a slogan, motto, catch phrase, trademark line or even strapline and basically it's a shortened (usually) benefit-driven version of your Unique Selling Proposition (USP) that's 100% focused on what your brand/product/service promises it will deliver  for your customer (what's in it for them). Through repetition in media and online, it will eventually be identified and associated with the brand.

A properly written tagline embodies your brand, mission and promise all in one succinct and unforgettable statement. It's short because it's meant to communicate your most important benefit, advantage or unique selling point in just a few words. But these few words have great power when done right. The best taglines can be measured against 7 criteria - clarity, simplicity, uniqueness, ownership by your brand or adoptability by the competition, benefit-driven, clever wordplay and brand-driven. A well-written tagline should allow you to immediately conjure up the name of the company that is associated with that slogan.

Now before you start racking your brain and trying to come up with something short and snappy, you need to know that there are two kinds of taglines and unless you're a big multi-million dollar company, only one is the right kind for you:

1.       Cost You Money: Making something out of nothing.

These are the cute and snappy but utterly useless taglines that do nothing for the brand they are attached to and the only way they catch on is through massively expensive and exhaustive marketing campaigns over time. You can judge for yourself which mean something today and who it relates to vs. the others that you have to question the marketing wisdom.

                Examples:

                 “We bring good things to life”

                “Have it your way”

                 “Just Do It”

                 “Eat Jimmy Dean”

                 “Drive One”

                 “We're Exxon”

                “We make it better”

                “Choose Freedom”

                "Pork - the other white meat"

                 “The only way to fly”

                 “I'm lovin’ it”

                “The King of Beers”

                 “Life's Good”

2.    Makes You Money: Relevant and Benefit-Driven

These are the ones that make you stop and think. When you hear them, they stick in your mind and conjure up the specific images, emotions and benefits the brand wants you to experience.

Examples:

 “Because so much is riding on your tires”

“When it absolutely positively has to get there overnight”

 “American by birth, Rebel by choice”

“15 minutes can save you 15% or more on your car insurance”

“The customer is always and completely right”

“The most exciting two minutes in sports”

 “Save Money, Live Better”

 “Connecting people”

“Good to the last drop”

 “Pizza delivered in under 30 minutes or it's free”

 “Melts in your mouth, not in your hands”

 “Finger lickin' good”

Can you see the difference? One is catchy, initially meaningless and would cost a substantial amount to embody in the buyers’ minds at the least.   Some of them have meaning today but after huge expenditures of money e.g. Nike's "Just Do It".  Others still languish and many have been abandoned because they are pointless and hold no true brand value, meaning or benefit to the customer.  The other set, however, swears an oath, creates a powerful brand promise and tells you exactly what you'll get, become, or experience when you buy into that brand.

When in doubt, ask yourself – if I were my customer, would I be compelled and inspired to buy this product based on the tagline alone? If your answer isn't a resounding yes, then go back to the drawing board and keep thinking! Remember, a good tagline is a promise you must keep. It should be short, to the point and memorable. It must capture your brand's essence, match your image and promise a strong benefit to your audience. And most of all, it should emotionally connect with your audience and evoke a specific emotion or action that you want them to have or do. Now that you have read this, audit and assess your own tagline. Does it stand up to this standard? Please let me know.  Share your favorite brands and tag lines and slogans with me and I will post them in a subsequent blog.

Here is a list of 360 taglines from famous companies. You can get that list here. There is another one with 400+ taglines that you will find here.  Step out on your own to develop the right tag line or slogan.  Or feel free to call me at C-Level Partners which can help companies in the tech, service, and manufacturing markets with their branding and marketing.  You can reach out to me at vferraro@clevelpartners.net or (949) 445-1080 x-501. I look forward to helping you achieve your success.

Excerpt from my book "Brand to Sell" available on Amazon.com.

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The 5 C's of Clairvoyant Companies

No one is a psychic at TechCoastAngels.  Yet, we believe there are keys to success for start-ups.  For the past f weeks, myself and 6 other angel investors from TechCoastAngels of Orange County have screened more than 120 entrepreneurs in preparation for the “finals” of our fast pitch competition at TCA’s recent Celebration of Entrepreneurship event held on March 10.  We listened to these entrepreneurs’ 60 second pitches which would be provoking enough to take a meeting with them and listen to their pitch decks.    

In the past, I have looked at pitches of Unicorns and through my work and consulting practice reviewed or developed business plans, marketing plans, competitive analyses, positioning statements, branding architectures, and product road maps.  So, in this blog, I want to put it all together and share what I see are the common themes that came out of the pitches, pitch decks, business, and marketing plans- at least from my perspective.   

The following principles, which I call the 5 C's of Clairvoyant Companies are equally applicable to start-ups and on-going companies, large and small.

1.  Conveying the story.   The first “C” relates to conveying a story of what problem(s) the company is solving and telling a succinct story to entice the listener to ask for more information.   If it is a start-up, the entrepreneur has to put the listener in the shoes of the person having the problem and convey the solutions.  In the pitch deck, or the business plan, the CEO provides the details on how he or she will execute on the plan and drive financial results.  Conveying the story clearly applies to all companies, particularly if the company wants to attract new customers and brand itself in the market as something special.  Just think about the stories being conveyed by Nike and Under Armour or your favorite consumer or business product.

2.  Customer Clarity.   The second “C” relates to the target customers.  Who is the ideal customer?  Can you describe them and how do you find them?   If you think about Airbnb, the customers are both the person wanting to rent his property for a short period of time, to the other customer, a person wanting to rent a room or house.   The marketing and business plan should clearly indicate the problem the customer is facing and the solution offered.  Additionally, the company needs to present a cogent case for their marketing tactics to drive awareness, adoption and use.  Without clarity on the customer and how to find them and motivate them to action, financial success will not be achieved.

3. Competencies of the Company.   This third “C” relates to the existing or needed competencies within the organization that can drive the financial results.  It also relates to the intellectual property (IP), the culture of the company, and the way the employees think and execute the plans that are required to support the business or product.    How do you acquire and sustain the competencies that are needed for success?  Do you hire software developers on your team to build the product or can you outsource that skill?   What is critical based on your strategy and your competition?  

A competitive analysis and environmental scan may lead to the conclusion that skill sets that were once required are no longer required and new skills must be added.  That may lead the company to a training program, a partnership, or replacement of existing resources with new ones.  Some competencies such as Intel focus on technology as the prime competency and they develop the next generation of product even as they roll out the current generation.  Others, such as Zappos, focus on the uniqueness of the customer experience and the culture of the company, both of which are hard to duplicate.  Competencies help provide a “competitive moat” which brings up the next “C.”

4. Competition.   This fourth “C” is pretty evident.  No company operates in a vacuum.  Both start-ups and on-going companies need to be aware of the existing and potential competition that exists.   A competitor in the future may not be apparent today but may have the competencies, technology, leadership and resources to compete in a new and growing market.   Five years ago would GM or Lexus have considered that Tesla would be a competitor or that Google would enter the realm of cars with their automated car program?  A few short years ago, who would have thought that Red would be the camera of choice and used in three of the 2016 Academy Award nominees for best film? 

With technology and apps changing so quickly, competition can change just as fast.  Technology is the new enabler helping young entrepreneurs compete with established companies and with each other.  Recall what Andy Grove, former Chairman of Intel said:  Only the Paranoid Survive.  Whether you are a start-up or an established company, be paranoid and keep your eyes open.

5. CEO vision and passion.    We at TechCoastAngels say that we have to like the horse (the business concept) but must LOVE the CEO (the jockey and her team.)  As we screened the candidates for our upcoming event, we looked for a CEO with passion and vision and who can relate to us, the investor.  We wanted to find someone who had a history of success, was decisive, yet approachable and coachable.      

Think back to the great leaders of businesses or coaches and CEOs of sports teams.   Who is your model for a CEO with vision and passion?  I personally thought Lee Iaccoca was great when he resurrected Chrysler.  Jack Welch turned GE into a world class company with his vision to be #1 or #2 in his markets.   Steve Jobs showed the world a new vision for technology. And Alan Mullaly took Ford after the great recession to a new level of respect and performance.   

I trust that our C-Level Partner blogs and the ideas will help executives of start-ups and on-going companies be successful and also be used by executives to help them guide their companies to business success.   C-Level Partners has been established to be a beacon for value creation.  My partners and I would be glad to continue the dialog on what makes a successful company and help you optimize your business value and achieve your business goals.  Feel free to reach me at dfriedman@prodigy.net or call me on 949 439-4503.  And if you enjoyed this blog please like it, repost, and retweet it.

Managing Brand Relevance in an Interactive Digital World

It was fun watching the SuperBowl the other week and watching the many ads which have become almost as interesting as the game itself.  So I was thinking about the ads, the brands and how it has changed over time.

Historical Perspective

To grasp the evolution and purpose of today's style of branding, you need to get a glimpse of how it came about. Often, what comes to mind when someone says 'branding' is the old cowboy way of marking cattle with a hot iron to let everyone know which steers belonged to whom. In fact, the word brand actually comes from the Norse word brandr, meaning 'to burn.' The concept of branding goes back much further than that, even if branding wasn't known by that particular word. Before spoken and written language were commonplace, people used images to correlate with specific thoughts or actions.

Later on, as the world became more civilized, merchants from Egypt, India, China, Rome, and Greece used pictures and symbols in place of words on their signs so that those who could not read (most people then) would know what was being sold in a shop or market. Technological innovations like the Gutenberg printing press, in 1448, allowed books and other printed materials to be read by a mass audience. In 1625 in England, the first ad appeared in a newspaper – a first modern mass media. By the 1700s, trademarks and stamps were becoming standard practice.

According to Robin Landa , a branding and creative strategist,  "trademark(s) became crucial to governments, producers, and consumers. Governments saw the need to institute patent, trademark, and copyright laws as incentives to encourage development and progress in science, technology, and the arts."

Yet, branding (as we know it) didn't come into its own until the late 1700's and early 1800's when the economic boom meant people had more discretionary income to spend on wants and whims, instead of just basic survival needs. With the increasing level of income, more products and services were being offered, and the market was soon flooded with so many choices and competitors that businesses and entertainers were forced to find new ways to differentiate themselves and stand out. Instead of using images and names to identify what was inside or where it came from, merchants began using brands to create stories, elicit desire, and create a sense of exclusivity and expertise. Beyond the snake oil salesmen of that time, many of today’s common brands came into being.   Think of clothes (Levi’s), tobacco (Marlboro), soft drinks (Coca Cola), tires (Michelin), and beer (Budweiser) leading the charge in the early days of branding.  Here is an example of a Levi Strauss Ad from 1873.  At that time, the promise of the Levi’s brand to the miners to whom they sold was that the pants would never rip apart.  The brand started its evolution from just visual imagery to a deeper promise to the buyer.  And over time, the brand imagery evolved as well.

Source: http://lsco.s3.amazonaws.com/wp-content/uploads/2013/12/history-of-denim2.jpg

To see what this looks like in a broader context, take a look at this great Brand Evolution Timeline :

Source: http://www.wikid.eu/index.php/Brand

The Promise of Today

Branding continues to evolve.  Just 30 years ago, Apple was a computer company with a promise of a new easier to use personal computer.  Today, Apple’s logo and image is cleaner, more industrial, and the promise is one of simplicity, user friendly, sleek, and empowerment.    From its world changing iconic ad at the 1984 SuperBowl, Apple promised us, the common man, a new emotional experience of using their computer vs the performance characteristics of a computer which appealed to corporate America.    Those promises continue today even as Apple has become more common in the business world.   

Branding has gone even beyond just an image or way of standing out. It's so much more now. We've become so interconnected, mobile, and social, so outspoken and sensitive to hype, that we demand more from our companies and public figures. We demand transparency, engagement, and authenticity. We demand expertise and authority. We demand stellar service, outstanding performance, and a deeper connection and rapport with those we choose to buy from. Most of all, we demand outrageously unique experiences, the kind that leave us breathless from wonder and excitement—something we can write home about, brag to our family and friends and use as part of our own identities.

That's what real branding is about – creating unique experiences that anchor positive and powerful emotions in the minds and hearts of your market and link them to using your products or services, or even just being around you. But before you can start creating your brand or rethinking your existing brand’s promise, you need to identify and demonstrate your expertise, give customers a reason to trust you, listen to what they have to say, and then connect the dots. 

What You Can Do Now

As you think about your brand, I believe that a periodic brand audit makes sense.   Here’s a short 14 point checklist of areas you need to investigate to ensure your brand is relevant in today’s market.

1. Understand the rational and emotional reasons why your customers buy your product or service and why they buy from you.

2. Determine who precisely is your customer- what is the visual image and persona of that buyer(s)

3. Do competitive analysis to ensure you understand your brand’s strengths, weaknesses, threats and opportunities so you can position your brand correctly

4. Reinforce the promise of the brand at each touchpoint- online, offline, in retail stores, on the phone with customer service.

5. Study your value proposition to ensure your brand is differentiated vs. other direct and near-competitors.

6. Determine if your associations and partnerships are still relevant in today’s world.

7. Determine if your partners and channels are supporting the brand, its position, and the messaging as you intended.

8. Define what is important to your customer and how well you perform on those attributes

9. Does your visual identity need rejuvenation? Ensure your visual identity - logos, typefaces, imagery, and collateral are consistent and current.

10. Review your website, upgrade and update it to enable interactive communication and adaptable to mobile devices.

11. Determine if your customers are loyal; understand how and why they may be abandoning your brand. 

12. Review your brand metrics to determine brand success and return on marketing investment (ROMI).

13. Evaluate your brand names and the naming architecture to make sure it makes sense to your target markets and reflects your promise.

14. Is your branding truly communicating the core brand essence? Does your brand have the right attributes, personality, identity, vision, and mission to be successful in the future?

No doubt marketing technology, mobile pay, smartphones, and changing demographics will continue to morph and shape brands for the foreseeable future. In the future, I believe brands will continue to evolve in the areas of engagement and experience. I expect to see new technologies like virtual reality, gaming, and video everywhere exert tail winds that will require marketers to innovate and evolve their brands in new ways over the next 5 to 10 years; the pace of technology and customer engagement is moving quickly. For additional insights into the history of branding, I suggest you read this article by Robin Landa. You can get it here.  To learn more about branding and see over 3000 curated pins please check out my Pinterest board located here.

In the meantime, let me know your favorite brand and why.  Let’s continue the dialog.  And if you need help with developing your brand or making it more relevant in this new interactive digital world, feel free to call me at 949-445-1080 x-501 or email me at vferraro@clevelpartners.net.  My partners and I will be glad to help you.