The essence of branding is to create distinction on at least three levels.
The first level of distinction is differentiation from fake/newbies in the market.
The second level of distinction is differentiation from peers or other companies in the same categories.
The third level of distinction is differentiation by market classification.
Some firms will serve the high-end of the market, some will serve the middle-end, and some will serve the lower-end. A business, as part of it’s strategic focus, must identify, early, which market it wants to target. It must also understand the market.
1. A business must be brand focused. It must understand the principles of strategic branding to deliver on business productivity.
2. A business must understand business principles.
3. A quantifiable metric system must be developed for customer/client delivery.
4. A business must anticipate trends, and not just follow trends. It must re-invent itself to meet the challenges of the future.