Branding Rule: Maintain Health for Limitless Results
This post is an excerpt of our Branding Rules eBook.
Branding means so many things to different people that it has become nebulous. It’s called the “secret sauce” of marketing, but what does that mean?
“Secret sauce” might mean sriracha to some, Tabasco to others, or the intangible and often unidentifiable ingredient that we all seek and/or covet.
We cleared the confusion by gathering 14 branding experts and asked them a question: “If you could impart only one piece of advice about branding, what would it be?”
We compiled the results, added illustrations by Gapingvoid’s Hugh MacLeod, and created the 2014 Branding Rules eBook to provide a resource filled with timeless advice to guide your business’s branding efforts.
Here is advice from Pamela Mulder Ratti, the president of Fadeproof.
Pamela Mulder Ratti follows in C.C. Chapman’s veins but examines branding through the lens of maintaining a healthy body and mind:
The brand is the heart and soul (or, the secret to the success) of any great company. Keep it healthy, and there is no limit to what you can do.
What do I mean by healthy? It’s really the same thing as maintaining a healthy body or a healthy mind.
Keep the brand front and center, top of mind in every decision. Resist ‘junk food,’ the temptation to change it up every time the wind changes direction. Stay the course. Be consistent. Be true to your brand.
Revenues will go up and down over the course of product life cycles, recessions, launches, etc., but the brand should stand firm through thick and thin. What you stand for will not change; what you sell or offer will. If you take care of teh brand, you will ALWAYS come out ahead.
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