To ensure that your brand is the 'only' one to fulfill a certain promise, you need to clearly define your brand's unique selling proposition (USP). This involves understanding your brand's origin, purpose, and vision. You should also be aware of the current or future trends your business is riding and how they align with your brand. Identify your top competitors and understand how they rank. Brainstorm and decide what makes your business the best and only one to fulfill the promise or deliver the best experience. Lastly, know when to add or subtract elements from your brand and find ways to engage your brand loyalists.
Zag delivers an interesting and unique approach about the authors’ view on branding and marketing. M...
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