Emotional branding is a very important aspect of brand building. It's a great way to attract attention and create a stronger connection with your customers. There are two types of emotional branding - asymmetrical and symmetrical. In emotional branding, you want your brand to become part of your customer's lifestyle.
Brand consistency is the ability of a company to market itself in ways that are consistent with the company's values, identity, and overall brand strategy. Think about the brand Netflix, which has remained consistent even when it changed its business model. Similarly, Starbucks has remained consistent with its logo, despite the fact that its logo was redesigned to promote coffee and other products.
To create brand consistency, the company simplified its logo by removing two words that were once key to the brand. Another example of brand consistency is the World Wildlife Fund. The logo has a flowery theme and feminine fonts that are consistent with the logo. Consistency helps build trust between a brand and a customer. It helps customers determine whether a company is reliable before they make a purchase. When they trust a brand, they are more likely to purchase from it.
When you create an entirely new product or service, you are disrupting a whole industry. The challenge for incumbents will be recognizing and capitalizing on this opportunity. Moreover, their current assets may be at risk. Therefore, they may not be able to take action quickly enough to capture the benefits of this new business model.
Brand disruption is the process of making a product or service radically different from the competition. Disruptive brands begin by addressing unmet customer needs, then recreate their brand personality and experience. They are constantly assessing their current situation, implementing new innovations, and adapting them to changing market needs. Often, disruptive brands find themselves caught in a vicious cycle, in which they have to continually innovate and come up with new ideas to keep up with market change.
Brand disruption can be a positive or negative phenomenon. In business, disruption can lead to new forms of competition, whereas it can also lead to new forms of business models. As an example, the advent of the telephone in the 19th century was an example of disruptive innovation. During the twentieth century, the rise of new technologies brought a new era of change and innovation, such as the computer chip and the internet.
One example of a disruptive brand is the one that challenges traditional banking concepts. For example, Atom Bank uses voice recognition and selfies to verify identity to allow customers to access their accounts. In contrast to traditional banking models, Atom Bank is completely online, and there is no need for physical branches. This helps to cut down costs for the customer.
In addition to enhancing the reputation of a brand, RBL fosters a culture of unique customer experiences. This unique culture is created by aligning the interests of all stakeholders in the brand's reputation and experience.
The author of Leadership Brand is a nationally recognized authority on developing businesses and developing leaders. His current work centers on building value in organizations. Together with co-author Norm Smallwood, he co-founded The RBL Group, a firm of management consultants and educators. The RBL Group was ranked as the world's #1 leadership development firm in 2005 and 2006.
Developing Customer-Focussed Leaders to Drive Performance and Build Lasting Valuable is an excellent book that can be used to develop more effective leaders. Ulrich and Smallwood have compiled research to back their claims, and the authors use real-life examples to support their theory. As a result, this book is an excellent read for both the analytical and the inspirational mind.
To develop customer focused leadership, an organization must create a distinct leadership brand. This differentiates a company from its competitors. The authors suggest a few steps to develop this brand: defining a leadership brand statement, creating a leadership brand statement, measuring leaders against it, building awareness of it, and preserving it. In addition, the book provides an index and appendices for further reading.
As a former Motorola executive, Ron Minatrea understands the importance of aligning your brand and your vision with your organization. As a result, he has become a highly respected business coach, workshop leader, and leadership speaker. He shares his experience with businesses and organizations nationwide. Learn from his insights on how to develop and implement a brand strategy that aligns your vision and your business's values.