From the Editor - Media Comms & Technology - Branding 

Q: When was the last time you checked your brand’s vital signs?

There’s only one instance where you don’t have to worry about how to position your brand. You’re in a category where there is no competition. Simple enough.

But we’re living in a global village. We’re dealing with changing consumer needs, new technologies and a huge competitive streak. Clearly, it’s becoming more difficult to craft a compelling personality around your brand that is meaningfully differentiated in the mind of the consumer.

OK. How does that affect entrepreneurs, small business owners and the corporate sector? It means you have to work harder, and the best place to start is paying closer attention to your brand. Ask yourself: When is the last time you checked the pulse and vital signs of your brand!?

We all know brands matter. What’s more, it's a matter of survival for the 21C. So let’s explore shifting our mindset, see how we can differentiate our business from the rest of the pack. (It’ll change your everyday brand experience and transform your business!)

First of all, it’s about being mindful of the pulse – the current state – of your brand. Brands tend to be highly individualistic, very particular, and on the constant look out for a nurturing hand. So as 'Brand Guardians’, if we keep a close eye on the pulse of our brand, we can make sure our business is healthy, alive and kicking.

Consider, for a moment, that all good brands have preferences. Brands prefer being on the radar screen versus sitting in the dark. Brands prefer being vibrant and alive versus being bland. Get the idea?

Here’s a quick Brand-Pulse Check List. If you’re nodding yes, let’s assume your business is healthy, alive and well! If not, you might want to think about nurturing your brand a little more, and dedicating some real time to making sure your brand's vital signs are in good shape! Here goes.

1. All good brands prefer feeling vital, alive, memorable and meaningful.

You'd be surprised at how many brand guardians are not paying enough attention to their brand, let alone whether it's working in their favor or not. Is it expanding as your business grows? Totally aligned with your offer, services, deliverables? If your brand is lacking luster, this is a sign your brand is in trouble.

2. All good brands prefer taking the front seat position.

The favorite position for brands is high visibility. Up there, out there. Standing out, shining bright, soaring and yes flourishing. In fact, the more attention your brand gets, the better it is for business. If your brand is catapulting into new stratospheres way above the competition, then you know your bottom line is soaring too. Congratulations!

3. All good brands prefer to excel.

Brands are ambitious. They don’t like to appear bland. They’d rather show off to the world. And they don't like to appear apologetic, insincere, uninspiring or lacking authenticity. They like to show value, purpose, great benefit and prestige. Think about how to make your brand stand tall above the rest. Then watch what happens.

4. All good brands like a good story.

Storytelling is the single most powerful communication tool in any business toolkit. After all, storytelling is the currency of our time. It’s how we connect and it’s one of the most powerful emotional connections out there.

Look at Facebook and social networking sites. They’re popular because people long for story and connection. How’s your brand story shaping up? Create a compelling brand story around your business, tell it in a provocative and bold way, and watch what happens. It’ll bring your brand to life.

What’s the prognosis of your brand? How did your brand pulse score? If you've discovered it's time to pay more attention to your brand, then think about crafting a powerful Brand Story so you land a sweet spot on the New Brand Landscape in 21C and soar above the competition. (Wink if your brand is already soaring!)

Mary van de Wiel (aka Van)
Founder | A New Brand Landscape & Co.
Brand Vision Master & Brand Storyteller
(718) 909-1140