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Three Steps to Building an Incredible Brand

By: Guest | October 31, 2011 | 
48

Today’s guest post is written by David Horne.

You want to build an incredible brand. This is one reason you became a marketing professional or started a company in the first place.

Who doesn’t want to create the next Google, Apple, Nike, or Coke?

Who doesn’t want to drive an incredible brand, one people love, that affects lives, and changes the world?

 “We are no doubt in the Great Age of the Brand.” – Tom Peters

Before you can build a brand that has market ubiquity, fosters loyalty, and promotes advocacy, the proper foundation must be set.

That foundation is credibility.

Credibility is defined as “the quality or power of inspiring belief.” There is no way to build an incredible brand without trust.

All great brands do this. They inspire us to believe. We trust them.

There are two types of credibility: Current credibility and past credibility

Current credibility is earned by delivering on promises. Take Zappos (cliché, I know, but hang in there) for example. They have current credibility because they inspire customers to trust them with their promise and delivery of amazing service.

You can also look at Evernote. They have current credibility because they provide an application that helps people remember stuff. It does what it says, and the story they tell is true.

Past credibility means trust has been built during the course of years or generations. This doesn’t make a brand exempt from staying relevant to its audience, but it gives them stored equity in the trust bank of our minds. Proctor & Gamble is a great example of this. They built credibility years ago with Tide, Crest, and Ivory, and have carried it through for decades.

On a smaller scale, in my hometown is a place called El’s Drive-In. For more than 50 years, they have served hamburgers and shrimp burgers. Even though all the chain burger joints have popped up, they still have packed crowds from credibility they earned since the sixties.

And then you have established credibility. From this foundation you can build an incredible brand in three parts:

  1. Instill confidence.
  2. Show competence.
  3. Be consistent.

1. Instill Confidence

To become incredible you must instill confidence with your audience.  Apple makes stuff that works. Chanel gives people a sense of class and sophistication. People must have confidence in the brand and in what it will do for them. Marketers mistakenly tout features all day long but instilling confidence is a product of the benefits.

2. Show Competence

Let’s face it, if your product or organization doesn’t perform, it will starve. Beyond that, incredible brands can do something better or at least in a more unique way than the others. Southwest Airlines showed how an efficient airline should be run.  Google showed that search engines can find what you are seeking. There is no room for a brand that doesn’t deliver what the market wants.

3. Be Consistent

Like the company or not, McDonald’s built an incredible brand on this principle. Consumers like predictability. They want expectations to be met or exceeded. Tiffany and Co. executes this with their blue box. Starbucks executes it with espressos and coffee. Continuity must be present in every interaction with the customer.

“Any damn fool can put on a deal, but it takes genius, faith, and perseverance to create a brand.” – David Ogilvy 

We have talked about laying a foundation of credibility. And have looked at three steps to moving from credible to incredible by instilling confidence, being consistent, and showing competence. Now, focus your marketing efforts on contributing to one or several of these elements. Everything you do should move you one step closer to becoming incredible.

What are you doing to make your brand incredible?

David Horne blogs at davidhorne.me.  He is the co-founder of the marketing firm West Hall Media. David is also an adjunct professor of marketing and social media at Greensboro College, event speaker, and former professional golfer.

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48 Comments on "Three Steps to Building an Incredible Brand"

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_davidhorne_
_davidhorne_
4 years 8 months ago

@suddenlyjamie thanks! cc: @ginidietrich

suddenlyjamie
suddenlyjamie
4 years 8 months ago

@_davidhorne_ My pleasure. Glad to be connected here. 🙂

_davidhorne_
_davidhorne_
4 years 8 months ago

@iabcmn thanks!

Splenitis
Splenitis
4 years 8 months ago

@kmueller62 @ginidietrich Shrimp burgers??

kmueller62
kmueller62
4 years 8 months ago

@Splenitis that might work!

ginidietrich
ginidietrich
4 years 8 months ago

@Splenitis LOL!!

_davidhorne_
_davidhorne_
4 years 8 months ago

@Splenitis You bet!

_davidhorne_
_davidhorne_
4 years 8 months ago

@jenajean thanks for the rt!

jenajean
jenajean
4 years 8 months ago

@_davidhorne_ You’re welcome, David! Good stuff!

ginidietrich
ginidietrich
4 years 8 months ago

@kbloemendaal Did you change your blog??

kbloemendaal
kbloemendaal
4 years 8 months ago

@ginidietrich yes, @Twitter blocked my other site for no reason, and I was already building that one as a personal portfolio

ginidietrich
ginidietrich
4 years 8 months ago

@kbloemendaal Really? Why would they do that? I like the new one!

kbloemendaal
kbloemendaal
4 years 8 months ago

@ginidietrich I have no idea, they won’t answer my support tickets, I ran a malware check… had to move it I guess, thanks for the luv 🙂

ginidietrich
ginidietrich
4 years 8 months ago

Hey David! Thanks for the guest post. I like the examples you use, throughout, to illustrate your point. Stop back tomorrow when this goes out in the RSS feed.

_davidhorne_
_davidhorne_
4 years 8 months ago

@ginidietrich Will do! Thanks for the compliment.

_davidhorne_
_davidhorne_
4 years 8 months ago

@AskAaronLee Thanks for the shout!

_davidhorne_
_davidhorne_
4 years 8 months ago

@brasonja thanks for the shout out!

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[…] Three Steps to Building an Incredible Brand originally appeared on Spin Sucks on October 31, 2011. […]

HowieSPM
4 years 8 months ago
This is a great post @_davidhorne_ It is funny because I irk a lot of my colleagues in marketing when I say Product, Service, Quality, and Price points will trump marketing and advertising all the time. Consistency is part of quality and service and very key. It really doesn’t matter how cool your ad campaign is if the product sucks. No matter what W+K does with Old Spice it is a bad product. Of the few people I have met who tried the stuff (including myself) most did because of heavy discounting with a coupon, then the overpowering reek of… Read more »
_davidhorne_
_davidhorne_
4 years 8 months ago

@HowieSPM thanks. Great examples too. No doubt that customer service is key to building credibility.

Lisa Gerber
4 years 8 months ago

Too often re-branding is thought of as a logo and tagline re-design, or a new website that dictates the new creative look. Digging way down beneath that is critical and this is a great guide for that. Thanks for the post!

_davidhorne_
_davidhorne_
4 years 8 months ago

@Lisa Gerber so true. The foundation is vital. Lipstick on a pig isn’t a sustainable strategy. Thanks.

stevegasser
stevegasser
4 years 8 months ago

@bassclefmusic ustream-facebook-wordpress. rocking the ministry.

bassclefmusic
bassclefmusic
4 years 8 months ago

@stevegasser Good job on the pitch. Should be a fun project for you & something you can probably replicate w/client in the near future@

_davidhorne_
_davidhorne_
4 years 8 months ago

@barryrsilver thanks for the RT!

jeffespo
jeffespo
4 years 8 months ago

@markwschaefer Thanks Mark

_davidhorne_
_davidhorne_
4 years 8 months ago

@Livefyre Gracias!

Livefyre
Livefyre
4 years 8 months ago

@_davidhorne_ Our pleasure 🙂

_davidhorne_
_davidhorne_
4 years 8 months ago

@chillygal thanks a lot for the mention cc: @spinsucks

_davidhorne_
_davidhorne_
4 years 8 months ago

@glenn_ferrell thanks a bunch!

_davidhorne_
_davidhorne_
4 years 8 months ago

@HurstAaron thanks a lot for the RT

_davidhorne_
_davidhorne_
4 years 8 months ago

@WezPyke thanks for the shout!

WezPyke
WezPyke
4 years 8 months ago

@_davidhorne_ No problem! 🙂

_davidhorne_
_davidhorne_
4 years 8 months ago

@AdvantisComm thanks for the mention!

_davidhorne_
_davidhorne_
4 years 8 months ago

@branddelight thanks for the mention

branddelight
branddelight
4 years 8 months ago

@_davidhorne_ no problem. Have a good weekend!

_davidhorne_
_davidhorne_
4 years 8 months ago

@thinktapp thanks a bunch for the rt

_davidhorne_
_davidhorne_
4 years 8 months ago

@shonali thanks for the shout out!

_davidhorne_
_davidhorne_
4 years 8 months ago

@markwschaefer @jeffespo Thanks for the RT of my post

_davidhorne_
_davidhorne_
4 years 8 months ago

@DebraWEllis thanks a bunch for the mention!

CherilynnStone
CherilynnStone
4 years 8 months ago

Love your insights. So many people want to build their brand to reap benefits of having a credible brand but they fail to perform at levels necessary to achieve. Particularly on the Internet, it’s all about building relationships. Relationships that – like you said – consistently instill confidence and show competency. Great job.

_davidhorne_
_davidhorne_
4 years 8 months ago

@CherilynnStone Thanks for the great comment. Yes, relationships take energy and time to earn and develop. But the benefits are priceless

_davidhorne_
_davidhorne_
4 years 8 months ago

@marccusters Thanks for the mention

marccusters
marccusters
4 years 8 months ago

@_davidhorne_ You are very welcome David! Great post. Enjoy your evening 🙂

_davidhorne_
_davidhorne_
4 years 8 months ago

@CulverPrivate thx. for the shout

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[…] useful info by subscribing for free to my posts. Thank you for visiting!Recently, I wrote about how to build an incredible brand over at Spin Sucks. I’d love for you to check it out and let me know your thoughts. Here is a […]

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4 years 6 months ago

[…] On Spinsucks.com – This is PR, marketing, and social media blog is a frank and clear look into marketing best practices. It is consistently as a top 100 blog in the AdAge Power 150 Posted on January 11, 2012 by | Leave a comment […]

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1 year 8 months ago

[…] How to Build an Incredible Brand in Three Steps The Foundation for Long-Term Social Media Success Four Indicators of an Unhealthy Ego Leading Others Starts With Leading Yourself That Time at Golf Camp […]

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