What’s Your Brand Worth?

It’s a new world out there, scooter. Increasing the power of your brand to generate sales is the number-one business marketing challenge. What it takes is a change in thinking.

Change can bring more value than staying the same. Being able to put everything on the table and say, “We may never use any of this again.” is a radical idea for most organizations. Sure, it’s scary, but let’s say your organization has been stalled for four straight years and there are no new advancements planned. Would you consider that a safe strategy?

Change can be worth cultivating at any organization. Because, if you play your innovations right, you can take advantage of what comes from this spirit of adventure—before the market has a chance to take advantage of you. And unfortunately, that’s been happening a lot lately.

If you’re having trouble getting customers and prospects engaged with your brand, you’re not alone. The usual methods of developing and managing a brand are suspect if you are in this position. Perhaps it’s time to make some mental shifts about your brand.

Like the law of gravity, principles have always existed. They are always in force, whether you choose to recognize them or not. And they will affect the outcome of all of your efforts. In other words, a principle will kick you in the butt when you least expect it!

In this brave, new brand world, there are four branding principles (or cues, as we like to call them at MarketCues) that you might want to consider to be laws.

Cue Number 1: Ownership A—Your customers and prospects own the brand, not your company. Hey, you say, that’s not fair! I’m the one who put in all of the work to get “MY” brand to where it is today. Right, that’s the problem.

Tom Marin is the managing partner of MarketCues.com and provides corporate and brand strategy to organizations of all sizes. He has an extensive background in the graphic arts, printing, publishing and media industries. Marin is an accredited member of the national and international chapters of the Business Marketing Assn., is a (CBC) certified business communicator and a past marketing chair of the Chicago chapter.

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