Brand is distinction!
ROI Approach

Brand Definition

Brand is Distinction!

A singular claim of distinction.

One concept that helps your customers choose you.

For Volvo™, it’s safety.
For BMW™, it’s driving performance.
For Maytag™, it’s reliability.

Without perceived value, buyers choose solely on price, which makes your product or service a commodity. Customers are willing to pay more for brands that highlight value…sometimes up to 30-40% more. 

“A branding program should be designed to differentiate your cow from all the other cattle on the range. Even if all the other cattle on the range look pretty much alike.”  - Al and Laura Ries, The 22 Immutable Laws of Branding

Brand IS NOT:

    1. A slogan
    2. Consistent use of graphics
    3. Typeface treatments
    4. Colors
    5. Logo
    6. Spokesperson
    7. How you decorate the lobby
    8. What you put on the side of your delivery vehicles

Although these tactics might be important to successfully translate your brand.

Brand IS:

    1. Evidence of a singular claim of distinction
    2. Separates you from your competition
    3. Makes it easy for customers to choose you
    4. Highlights the reason they should pay more
    5. The one thing that “says it all” about you.
    6. Only Your Organization = _____________

Brand development is a strategic process. It is a corporate initiative not a marketing initiative. The C-level executives must be involved in developing or repositioning your brand. The brand must be lived from the top down in your organization to be effective.

Brand Strategy Chart

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Less than 10% of all new products introduced will be perceived as different.

In over 85% of categories, consumers see brands as less and less distinct.