by Karon Thackston © 2002 http://www.ktamarketing.comWhen you mention word “branding” most people automatically think of USP (unique selling proposition). The overall – and incorrect – perception of a brand is that it simply consists of statement you use to define what you do. Slap your USP on every advertising piece that goes out door and – tah dah – you’re branded! Not even close.
Your brand is created from every single thing you do within your business. Your brand is all-encompassing collection of business principles, business strategy, sales, customer relations, appearance, attitude, products, services, advertising, copywriting, Web site design, brochures… your entire company.
In order to create a brand that has “staying power”, it must go several levels deep. Consider Walt Disney Company for a moment. What comes to mind when you think of Walt Disney? Most likely Mickey is first, maybe animated movies, then family-oriented, wholesome, quality, etc. Is all of that just a USP? Definitely not!
When you phone Walt Disney Company you are greeted by a professional, friendly, helpful person. When you visit one of Walt Disney World locations, staff is helpful, facility is clean, environment is family-oriented and accommodations are first class.
What is end result of all this work? Trust. Your customers learn that they’ll get what they expect every time. They trust what you offer. They have faith in it. They depend on it.
How would Disney be portrayed if all their advertising lead you to believe that they were a highly-focused, quality, family-oriented organization but – when you visited their theme parks – you found rude staff members, rides that didn’t work, food that was inedible and costumed characters that treated your children horribly?