Great brands create difference, evoke instant credibility, get remembered and stand the test of time. You know when a brand is doing everything right? When it earns its place in your mind. Whether you’re a customer, employee, fan, member or user, great brands build that connection between a person, a product and a perception.
Brands combine lots of tangible and intangible things. And it’s the intangible things that ultimately impact the bottom line. Customer experience with staff, instructions in a box, courtesy of salespeople, the attitude of other customers and consistency (the brand feels familiar year after year without resorting to trends or getting trapped in a bygone era). When a brand does everything right, it feels like an orchestra of musicians playing together in harmony. It just feels right. Look at your own brand. Does it need a tune up?
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