A Brand Is A Promise. What’s Yours?

This week our Senior Vice President of Marketing and Sales, Peter Weedfald, shared his perspective with Money Inc on how your personal and business brand must be sharp to be won, to be one.

“It’s the anthem of your company’s reputation – and it deserves respect as such.” – Peter Weedfald

To be clear, a brand, as treated in the substrates of conventional marketing wisdom, is the anthem of your company’s reputation. As a consumer brand is a measured promise in commerce, a promise revealed, monetized and measured through revenue, profit and market share results, and so is your personal brand. As any product or service for sale should be viewed as the pillars under the company’s brand anthem, the pillars under your personal brand anthem will also be measured.

In essence, you always represent two brands. Your brands will be compared and either monetized through your ability to lead and compete in a market or become business-recessed and degraded within your core mission. The latter result is well known as accelerating towards brand evaporation. The net? Brand is a promise; what’s yours? What’s your personal brand worth inside and outside the hallways of your company, as well as through the eyes, ears and pent up emotional capital of your customers?

The ribs under your company’s anthem leadership umbrella should reign and shine upon your personal brand reputation. And the pillars of your personal competitive engine deliver your ability to lead through your vision, determination, teachings, disciplines and team results.

In fact, your company’s brand anthem and under-pillars should be an absolute reflection of your own personal leadership – as goes the value of your personal leadership mantle, company’s reputation and worth, and your own future net worth. Let’s dig deeper. To be clear, the product itself, a current-constant, is your working hero, while your brand performs, acts and evolves as your emotional hero.

To elevate, promulgate and create emotional brand value, always authorize and drape your product with highly relevant and energizing creative-competitive-advantage. As brand, in many cases, is the refuge of the unsure, product as the immediate object of consumer desire must be visibly anointed as the hero of this dynamic relationship – must be over amplified above the din of competitive brand and product noise. The stronger the working hero (pillar) appears and performs, the more relevant and magnetic the advantage of emotional capital for the brand (anthem).

10 Attributes of Brand Prowess

In either the case of building your company brand or prinking your personal leadership brand, your ability to over-value attributes and benefits will warrant a positive overall comparative brand attitude. It will also build brand elasticity and desirability, translating to steady demand in product preference and product deliverability.

This successful formula for brand and product duopoly also delivers a ubiquitous opportunity to build lasting attention, interest, conviction, desire and corresponding sales for your Brand X, for your Product Y. To amplify and enlighten this discussion we underline 10 proactive, protective and meaningful attributes of building competitive and lasting product and brand prowess, ensuring lifetime personal and or company brand equity.

As you read each of these descriptive multi-modal product to brand anchors, think of brands and products you personally associate with, you respect and you have purchased over time. Further, as your own brand and product litmus test, consider whether your personal leadership DNA is viewed and appreciated by customers, peers, reports and executives positively through each of these core value elements.

 

To read the entire piece visit Moneyinc.com

More works from Peter Weedfald

We Sell Dreams, Not Things…

Be Different and Escape the Predictable in Business

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