Page 109 - Duct Tape Marketing

93Chapter 7: Establishing Your Position and Brand

3. Think about the words you want people to use when defining your
business.

Ask your employees, associates, and customers this question: When
people hear our name, what images do you think come into their minds?

If everyone is saying the same thing — and if those words are the words
you want associated with your name — you have a well-managed brand.
If gaps occur, you have your brand-management work cut out for you.

List words that you want people to link to your business and be certain
that you live up to that desired image. Then lead people to the right
conclusions by presenting those characteristics — that brand image —
consistently and repeatedly in your marketing communications.

4. Pinpoint the advantages you want people to associate with your
business.

Figuring out these benefits helps you land on the advantages you want
to communicate in your marketing communications. It also leads to your
definition of the position you want to own in the consumer’s mind
(there’s way more on this topic in the upcoming section, “Filling a
Meaningful Market Position”).

5. Define your brand.

Look at your business through a customer’s or prospect’s eyes as you
define your brand. What do people say — and think — about your busi-
ness? Why do they choose your business and prefer to buy from you
again and again? How would they define your brand?

Boil your findings down to one concept — one brand definition — that
you honestly believe you can own in the minds of those who deal with
your business. Following are examples of how four widely known brands
are generally perceived by the public:

• Volvo: The safest car

• CNN: The all-news channel

• Google: The top Internet search engine

• Starbucks: The most inviting coffeehouse experience

6. Build your brand through every impression that you make.

Flip back to the Impression Points table in Chapter 6. Every item on that
list is either a brand builder or a brand detractor, depending on how
well it projects your brand with clarity and consistency.

A well-managed brand creates a strong emotional connection, and a strong
emotional connection fosters loyal customer behavior. Protect and project
your brand through every representation of your business in the marketplace.