“A Simple Blueprint For A Successful Brand.” **
Brand building is the deliberate effort to create the desired perception in someone else’s mind.
It’s been said that “A Brand is not just a logo, a website, or your business cards… It’s an experience.”
To build a great brand you need the right blueprint for shaping perceptions about your service or your product.
The best blueprint begins with just three components: what, how and feeling.
Consider the example of Southwest airlines. What service do they provide? Well, it’s pretty simple: they move you from here to there.
That is Southwest’s what.
The what of a brand is typically straightforward. The most successful brands tend to represent only one what in their customers’ minds.
After what comes how.
Understanding the how of a brand begins with seeing that for every product or service, there can be many ways of delivering the what. “Overnight,” “cheaper,” “organic” – these are the types of words used to signal the specific how for which a business wants their product or services to be known.
For the most part, hows tend to travel into twos. One how is not quite enough, but more than two is unnecessary.
For Southwest Airlines, the first how is: “by air.”
Southwest began flying its first passengers on short hauls to and from second-tier airports in Texas where the competition was more likely a Greyhound than another airline.
There is a deep branding lesson. The customer is trying to accomplish a specific result – a specific what. The hows compete with one another. Nothing else does.
Southwest has a second how: “at a low price.”
Take away either of Southwest’s two distinct hows, or their performance aspects, and the brand – that is our perception of Southwest – starts to fall apart. Only Southwest is offering the entire package at once- the what and how that differentiate their brand in the minds of the customers.
What and how are the fundamentals of a sound brand blueprint, but the most successful brands include a third component: feeling.
Customers want to do business with people they like. Who doesn’t? Similarly, we prefer to consume products and services we feel good about. Southwest customers like the Southwest brand. The brand is fun and laid-back; it makes people feel good.
So, to summarize: brand building is the deliberate effort to create the desired perception in the mind of another person. The blueprint for creating the perception has three basic elements: what, how, and feeling.
**Edited from a post on Forbes.com by Jerry McLaughlin
*Quote from Jeff Bezos
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