1) Define the brand: Branding is all about authenticity. It is a culmination of crucial message, mission, vision, position, character, and value. Focus on what your company excels in and communicate the strengths accordingly. There have been instances where companies have acquired other brands that do not fit the organisation’s culture. They later sell them off.
2) The brand is a business model: Support and challenge your business to earn maximum profit from your brands. Think about individual brands such as Richard Branson, Martha Stewart, or Barack Obama. Their brands are right at the top and whatever they offer is part of their brand promise.
3) Consistency: Maintain consistency in your key message. That way you can easily stand out from the other brands. In all reference points, maintain the same message. Barack Obama, during his 2008 presidential elections, focused on change. BMW has ‘ultimate driving machine’ as its core USP.
4) Inside out: All the people working in your company, i.e. the staff and those associated with the brands know the story behind the brand. It is precisely what you have to convey to the audience as well. In fact, the story forms the base of strategic brand management. The impact should break through the marketing walls.
5) Connect emotionally: A brand goes beyond the logo, campaign, taglines, website, public relation exercise, and TV commercials. These are merely tools. The brand is a broader concept. It is people, places, experience, and services. Always try selling something to people that do not satisfy them physically but emotionally as well. They will slowly start resonating with your brand.