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It’s 2015 – Do You Know Where Your Brand is Going?

January 5, 2015 By Suzanne

BinoculorsThe other day, I watched a replay of a show on CNBC called ‘Keeping America Great’ featuring two prestigious American icons, Bill Gates and Warren Buffett. One of the questions from a college student was directed at Mr. Gates and asked something like this “Considering your level of success, what do you attribute to just sheer luck?” Bill Gates answered by stating that first it was being born in America and secondly, being born at this particular time in the world’s evolution. Never before have we had such a level of speed, mass communication, mobility, convenience, research and technology at our fingertips to further our own evolution.

The show begs the question, ‘do you know where your brand is going?’ And secondly, ‘how will you and your stakeholders prepare to get there?

I am offering three strategies to prepare your brand for sustainable evolution. By no means are these strategies the ONLY ones to action, but they will help jump-start you to take full advantage of the context of your environment and drive the direction your brand is going.

Strategy #1 – Get clear on the capacity and impact technology has and will be having in YOUR industry.

Everything is changing. Whether it is how you build your product, buy parts, sell parts, invent, service customers, deal with vendors, or promote your business – it is changing, either incrementally or in very obvious ways.

Start studying these changes and begin to forecast how they will affect your processes, your customers, your employees and your bottom-line. Form a task team that can analyze this information and begin planning scenarios for success.

How will your brand communicate value to your customer base? Consider the social media tidal wave and how you can maximize this technology, platform, and presentation.

Will your brand create more differentiation with new technology? If so, when, how and where? Will it be ‘behind-the-scenes’ to create efficiencies like no other competitor, or front and center, getting media attention?

Strategy #2 – Assess how your brand’s human capital can be leveraged to innovate.

Highly successful brands believe their people are their greatest assets. Do you have the right people in place? Not just from a skill level, but a mental and emotional level? Are they engaged? Are they strategic in their thinking? Do they understand and embody your brand in everything they do? Do they represent the future of your brand? Do they embody your core values and deliver within a specific brand style construct, consistently?

Gaining competitive advantage in your market space is not just about technology or a great product. It is perceptually weighted from the experience your customers have with your employees. Do you have employees who are ‘holding back’ the success of the business? These are critical questions to ask when evaluating your brand’s human capital and its ability to fuel your growth objectives.

Strategy #3 – Commit to walk your brand’s marketing talk, consistently.

In our current and ever evolving global communication environment brands have to be more conscious of the dialogue that is occurring both on an internal and external level. Social media commentary, online reviews, ratings, chat rooms, etc., have created an instantaneous ecosystem of information about brands and customer experiences.

Have you been lured into a store or restaurant because of a compelling marketing message, or coupon and then sorely disappointed because your expectations were not even close to being fulfilled. Do you go back? Of course not!…because there are 50 other choices less than a mile away. But I bet you tell a friend or two, or three (or Twitter, or Foursquare) about your disappointing experience.

Your customers are increasingly educated, and highly particular with how, when, and where they spend their dollars. As an emerging, growing brand, you must take the time to assess your external marketing messages and ensure they are congruent with the actions and behaviors of your brand, your employees, and leadership.

Identify it. Define it. Live it. Profit.

My bottom line point is to turn inward, assess who you really are as a brand, dig deep and uncover your genetic code to competitive advantage – your Brand DNA (Dimensional Nucleic Assest®). Allow you and your employees to get creative, have fun and action it! Walk your brand talk. Then you’ll know where your brand is going in 2015 and beyond!

Filed Under: brand building, Brand Culture, Brand Definition, Brand Differentiation

Testimonials

“Suzanne is a fantastic brand expert who makes an immediate impact to the bottom line. Her efforts helped me successfully launch a small business venture (fitness gym: dynamic-gyms.com) into a very competitive market achieving break even revenue goals within three weeks of opening! Simply unheard of in this market segment. This would not have been possible without her direct efforts to help us succeed.”
Larry Solecki, CEO, Dynamic Training & Fitness Gyms

SarahRyals-Pic“Suzanne creates a wonderful experience to build an understanding of brand, especially for those who are new to brand basics. Her teaching modules are clear, well organized, thoughtfully explained, and she does a great job coaching teams through the work. The final outcome is an actionable foundation for delivering a consistent, meaningful brand experience for all the brand’s stakeholders.”

Sarah Ryals, Women's Resource Agency Board Member
SuzanneKladder-BW-Round“Suzanne and her Personal Brand program are amazing. She really gets you to take an honest, in-depth look at who you really are at your core and get past what you or others think you are. She helped me abandoned the idea that I needed to be perfect and to realize that perfection is me being me. The work I did with Suzanne continues to help me behave in a consistent, authentic way and it has had a positive impact on my business.”
Suzanne Kladder, Sales Whisperer
“By participating in Suzanne’s Personal Brand Mastermind Group I revealed my true, distinctive brand attributes which has allowed me to actively live my true brand self. It has been a tremendous value for my networking and branding of my consulting practice. Her program was professionally crafted and delivered with personal support and guidance. I would recommend Brand Ascension’s programs for any person or organization looking to elevate their brand presence.”
Mark ShadlePresidentSpeed2ResultsColorado Springs
VW-Round-BW“I’m more clear and consistent in my actions and communication across the board. I’m more mindful about what I do – and even more importantly, how I think – and have more clear direction of what actions to take next and why. Identifying, defining, and stepping into my authentic self was exactly what I was looking for and needing to kick-start my next level of success! Because I am “Uniquely Wise, Deliciously Inspired!” Thank you Suzanne!”
Veronica WirthOwner + Creative DirectorDesign BistroVermont
DeniseWhitaker-BW-Round“Taking the Personal Brand Presence course was like going through a re-birthing process for myself. It was truly enlightening to have that alone time with ME, and rediscover who I was. The course and consulting sessions were empowering, and added so much confidence to my state of being!”
Denise Whitaker, Realtor
“For years, I have been the gerbil on the wheel, trying with all of my energy, to be all things to all people.  It is so liberating to focus on the strengths I bring to the table and not worry about who that will line up with.  I love what you said about how when you let go of those who don’t line up, it only opens the door for more of those who do.  I am totally seeing that happen in my life and especially in my business!  I shared this with my business coach and he said that you were rig… Read more
Lisa Gross, Sr. Mortgage Lender, Peoples National Bank
“Wow, I wasn’t expecting such a breakthrough!” That is what you will tell yourself when you complete one of Suzanne’s Personal Brand Mastermind courses. If you are not aligned with your authenticity, everything in your life will suffer as a result. I highly recommend anyone who wants to get to the next level in business or their personal life to enroll in this series. This is an exclusive training program for high-caliber, high-potential clients so be ready to roll up your sleeves do… Read more
Cory Arcarese, CEO, CArc Media
  JanePeck“Suzanne has facilitated training in our organization to bring the branding basics to our team.  She is dynamic, entertaining and engages all the senses in her training methods.  If you are looking to elevate your brand and engage your team in the process, I highly recommend her.”
Jane Peck, MBAAdministratorEndodontic Specialists of ColoradoColorado Springs
“I highly recommend Suzanne for website, branding, and any and all creative work. She is excellent to work with: fast, on-time, full of fresh ideas, offers solutions, great attitude, multi-talented…and also fun! Suzanne has been a tremendous asset to Grizzard and our marketing program. She is an integral part of our team and success.”
Stacy Guidice, Marketing Dir., Grizzard Communications

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