Branding Rule: Transform But Maintain Trust
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.
Toby Bloomberg puts the sentiment in a different way; she says branding is a north star that is to be followed home:
Your brand value is your north star. To remain competitive in a changing world, organizations must continuously transform their offerings, their communications, and often their level of service.
However, brands lose their way when they divert without understanding why their customers build trust, or in today’s vernacular, ‘create relationships,’ with them in the first place. In a strange way, strong brand values encourage a brand to explore new avenues and still find their way ‘home.’
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