Open Your Eyes with McKay Christensen S2E17 - Build Your Brand
In this week's episode, McKay discusses the importance of building and investing in your brand. We all have a brand which we create and build daily, and today, McKay shares the secrets on how to create that brand, how to keep the brand alive, and how to fulfill the purpose of whatever brand we create.
He begins looking at the importance of brand building by sharing a story of the Superbowl and why many brands advertise during the Superbowl. McKay goes on to explain how Amazon became the biggest brand and why branding is essential in our lives. He also discusses the steps of successful branding which include knowing what your audience values in you and then creating a brand promise. Above all, McKay explains that keeping and communicating your brand promise while being consistent are the key ingredients to building a successful brand.
The Finer Details of This Episode:
- Why many brands spend a lot to advertise in the Superbowl
- How Amazon became the biggest brand in the world
- The history of branding
- The steps of brand building
- The story behind Cocomelon’s branding
- Creating a brand promise
- Keeping and communicating your brand promise
Quotes:
“During the Superbowl, consumers watch on an average eighty-nine commercials for an average of forty-six and a half minutes.”
“To say your brand is your name or the name of your product or company is accurate, but not complete. Over the years, marketers have worked to create a specific perception in customers' minds of the qualities and attributes associated with their brand. So, a brand is the way a product, company or individual is perceived by those who experience it or them.”
“Your brand is the perception in other people's minds of the qualities and attributes associated with you, with your brand.”
“We all have a brand. And each day we're building, shaping, and creating that brand.”
“A brand is more than reputation. It represents a mark of trust and confidence in you. ”
“We often fail in creating a brand because we don't adequately assess what people or consumers are looking for.”
“If you know what your business partners, kids, customers, or friends really value in you or your product, you have a winning brand concept.”
“When your customers have finished using your product or service, when team members reflect on your relationship with them, when your kids look back on their life with you, how do you want them to describe their experience?”
“Strong brands deliver on their promise.”
“Consistency pays.”
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