Over the last 2 shows we covered the questions for building a great brand. Today we complete the conversation with items to consider. Look at the following lists as a check to ensure the message is complete. You have written a company umbrella brand, a specific feature/benefit product & service brand(s), and owner brand.
Review the following dimensions to make sure you pickup those elements that are critical to your strategy of attracting the right relationships.
General Company Brand Dimensions
Unlike the other lists, you cannot cover all five of these attributes. Most companies focus on 1 or 2 that best describe the nature of their offer. An example is the IBGR Network, our first attribute that must permeate all of our marketing collateral is Competence, the second and last attribute for the Network is Sincerity. Which 1 or 2 should be part of your brand?
General Customer Brand Dimensions
When writing or speaking to customers understand these dimensions influence buying decisions. This is especially true if your unique selling proposition is customer intimate. Make sure your marketing collateral addresses these 4 areas.
General Employee Brand Dimensions
This is the same as Customer Dimensions. You want the company's branding to attract future employees. These 3 dimensions are what people are looking for today in an employer.
General Supplier Brand Dimensions
Believe it or not good suppliers care who represents their brand. You want and need the brand association of working with the best, the following is what they look for when partnering with a company representing them.
General Investor Brand Dimensions
Don't neglect this one! At some point you need bankers, leading institutions, credit organizations, angel investors and venture capital interested in your company. There is nothing wrong with adding these 3 dimensions to your About Us page and materials produced specifically for them.
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