3. CONSISTENCY - What is your level of quality, is it CONSISTENT? con·sis·ten·cy. Conformity in the application of something, typically that which is necessary for the sake of logic, accuracy, or fairness: the grading system is to be streamlined to ensure greater consistency.• the achievement of a level of performance that does not vary greatly in quality over time: his principal problem in tennis has been consistency. When a consumer or a client continually return to a business they enjoy for repeat sales, they expect to receive the a level of quality that is familiar and consistent. Restaurants and their food and service quality are a great example of this. If a business is inconsistent a
3. PASSION - Do you have the DRIVE? pas·sion. any powerful or compelling emotion or feeling, as love or hate. 2. strong amorous feeling or desire; love; ardor. It is quite possible to build a brand quickly without passion, but it is nearly impossible to sustain it in the long run. When you examine massively successful people like Steve Jobs, they all have some serious passion and drive that keeps propelling them to strive and work hard to continually deliver greatness. That passion leads to enthusiasm and pure happiness, which inturn is infectious. Consumers and clients often become just as enthusiastic and joyous about a product or service, leading to word of mouth advertising and referr
2. Uniqueness u·nique. being the only one of its kind; unlike anything else. Establishing a brand identity requires something distinctive. For instance, Apple has become known worldwide for their innovative products and minimalistic, aesthetic appeal. When it comes to service companies, Domino’s Pizza used to guarantee that their pizza would arrive in 30 minutes or it’d be free. In terms of a selling point, TOMS shoes donates a free pair of shoes to a child in need for every pair of shoes that are bought. Creating an identity within a niche doesn’t demand some amzing idea. It simply needs to have one special thing that separates it from, or even, puts it above the competition. In realit
1. Audience Knowledge | TARGET MARKET A target market is a group of customers a business has decided to aim its marketing efforts and ultimately its merchandise towards. A well-defined target market is the first element of a marketing strategy. The best brands have a thorough understanding of the demographics of their target market, what their interests are, how they communicate, and their needs. Unless it’s a mega chain like Wal-Mart, most businesses have a specific target audience they’re pursuing. Understanding the target market is critical because it provides direction for the tone and reach of a marketing campaign, along with the overall identity of a brand, while helping to cr
