Let’s face it, very few brands are remarkable. Fortunately, those who are leave clues as to how they mastered a level of success most brands only dream about. In the past 10+ years of working with brands, I’ve noticed several recurring traits of those who are truly remarkable.
There are many, but I want to give you these 8 core traits to incorporate into your business and allow you to add your own. Here ya go:
Great brands focus on innovation. They avoid becoming stagnant and complacent. They never stop pushing. Coca-Cola is one of the world’s oldest and most successful brands. Yet, they continue to focus on innovation and improvement. Great brands don’t settle on their current level of success and neither should you.
Truly remarkable brands are always the most focused. They know what they do and they focus on doing it well. They aren’t worried about what the guy next to them is doing. They have blinders on. They know where they are going and that’s all they think about.
Remarkable brands not only love what they do, they love why they are doing it. It’s their passion that keeps them moving and pushing forward. Passion is greatly under-rated in business. Passion is what gets you through the late nights working through a challenge. Also, passion is contagious. Your clients want to catch it, so you’d better have it.
This really goes without saying. Successful brands are consistent. You can rely on them. You can trust them. They step up to the plate every single time. It’s part of what makes them remarkable. If you’re inconsistent then you’re opening a door for your customers to go somewhere else.
Great brands are willing to change and adapt. You must be willing to as well. Virgin and Apple are not the same companies today as when they started. Heck, BMW got its start making airplane engines, and because of their willingness to be flexible and adapt, became a luxury automobile brand.
All great brands have a strong competitive spirit. They use it to motivate themselves. Competition is good for businesses and great for customers. It makes you step up your game and improve your product/service.
Behind every great brand is a great leader. But what makes a brand truly remarkable is when their leaders creates a culture of leaders. Don’t be afraid to be a leader. It’s amazing how quickly a following appears when a leader shows up.
The best brands have something that makes them remarkable. Something that is different than everyone else. Something that makes them stand out. Without some level of distinction, you can never become a remarkable brand.
You owe it to yourself to ensure your own brand is built with these same traits. As I mentioned before, these are just a foundation. Don’t let that cause you to under-value the importance of these traits. Every great brand is built on a strong foundation. The next move is up to you.
Photo by EssG