4 Things Top Brands Do Differently

Great brands are ope-rationalized. They’re built to do what they say and say what they do. When a brand delivers on its promise consistently and well, customers view them as authentic, trustworthy, likable and, ultimately, valuable. Those who manage such successful brands know 4 things that others don’t: what their customers value, how to turn customers into brand ambassadors, how to live by their mission statements and how to create a powerful organizational culture.

1. Your customers go first

It’s surprising how often this seemingly obvious rule gets overlooked. When you have a deep understanding of your customer, their daily realities, desires and needs, you can offer the right solutions, in the right locations, at the right price. Most importantly, you can create a relationship between your brand and your consumer that has immediate bottom-line impact and long-term results.

Focusing more on business realities than your audience will result in failure, every time. Knowing your customer is the not-so-secret yet too often disregarded ingredient for brand success.

2. Your customers are your best ambassadors

Understanding and creating solid relationships with your audience is key if you want to turn your customers into brand evangelists, and your goal should be to do just that. Now more than ever consumers are sharing their brand experiences with others, whether good or bad. A positive relationship with your customer means greater referrals, lower customer acquisition costs and a dramatic increase in brand awareness and value that no amount of direct marketing spend can match.

Studies of consumer psychology also show that when your customers recommend you, they’re much more likely to remain loyal to your brand or business.

3. Your mission and values set your foundation

The actions of any great brand are built upon foundational values. They have a powerful and compelling purpose which unites and focuses the actions of those who serve the brand.

Businesses with a long term commitment to their mission and values are more often the brands with high levels of profitability, higher levels of trust, liking, affinity, recognition, respect, authority and power attributed to their  brand.

There’s a very practical reason for this. When every employee from the receptionist to the CEO can ask themselves, “does this align with the brand’s values?” and, “will this help fulfill our mission and purpose?”, when these core tenets are clearly defined and understood, every employee’s actions and decisions align as part of a cohesive whole. The result is a strong, unified brand.

Even as team members change, the brand remains consistent. New employees are able to quickly integrate and make sound strategic and tactical decisions based on the preset principles of the brand – driven by well-defined and focused behavior – not by the employee’s personal opinions or lack of brand understanding.

This brand equity directly affects profitability. In essence, great brands enjoy the compound interest derived from consistent and congruent decisions over time.

4. Corporate culture matters

If your existing corporate culture doesn’t deliver positive value to your employees and customers your marketing costs will continue to increase even as your brand equity, market share and profitability decline. The more money you pump into marketing a poor customer experience, the quicker your brand will rot with it. The more the quality of your workplace degrades, the harder it will be to attract and retain the talent you need to grow. Both require a healthy corporate culture to thrive.

Quite simply, culture is the foundation from which your business succeeds or fails. Business leaders are responsible for promoting the kind of corporate culture that is both positive and productive. In fact, their company profits and long-term viability depend on it.

Culture builds or destroys and great leaders create great cultures.

Check out our other articles and get the branding edge…

Author bio:

Robert Wright specializes in strategic and tactical branded sales and business development, offering support to many of the world’s biggest companies.

The social and psychological well-being of society is of the utmost importance to Robert – in ten years’ time Robert will retire to focus his energies on supporting disadvantaged social groups in developing their own businesses and helping empower them to achieve their full human potential.

In the meantime, Robert will continue to develop and support the success of the customers served by his companies, whilst empowering his colleagues and staff to be brilliant people and professionals.

You can follow Robert’s updates and articles at LinkedIn

Recent posts

and get a FREE website audit.

Discover the key marketing trends and forecasts that will impact your business strategy this 2022.

Marketing Specialist

Camille Aguila

Winnipeg, Canada

Financial Business Analyst

Ulyana Grib

Minsk, Belarus

Project Manager

Diana Albakri

Minsk, Belarus

Diana is responsible for process and quality control, planning and prioritizing tasks on a daily basis to assure that we are meeting our deadlines and keeping our clients satisfied, as well as handling the internal and external communication.

Graphic Designer

Victoria Petrova

Minsk, Belarus

Victoria a graphic designer with more than 17 years of experience in the field of packaging design from concept to production and accompanying promotional products and printed materials (flyers, leaflets, brochures, booklets, catalogs, posters, banners). She also proficient in prepress, color separation layouts, supervision of the implementation of projects (print labels, packaging, tubes), rebranding and layout correction, elaboration of the elements of corporate identity (logo, business cards, letterheads, postcards, calendars), and others.

QA Specialist

Aleksey Ermak

Minsk, Belarus

Aleksey is a quality assurance specialist whose activities are aimed at improving the software development process, preventing defects and identifying errors in the product.

UI/UX Designer

Olivia Akulich
Minsk, Belarus

Olivia specializes in UX/UI design to deliver online customer experiences and user journeys that are innovative as well as intuitive. With an emphasis on style complimented with functionality, Olivia designs to ensure everything not only looks good, but importantly, works well – essential for creating value for clients and their customers alike.

Art Director

Anna Kozlova
Minsk, Belarus

With in-depth and comprehensive experience in all aspects of design, both online and off, Anna heads our design department in delivering exceptional design-led communications, imagery, and iconography. Working quickly and iteratively, whilst keeping the focus on the end-user, she generates concepts and ideas that have meaning as well as purpose.

SEO specialist

Gary Singh

Gary is responsible for managing Organic SEO campaigns for all the projects. That includes strategic planning and implementation of various optimization techniques on client sites to increase their online organic traffic. He has strong command in Organic SEO for Google, Online Reputation Management and Technical audits for website performance.

Developer

Inna Gutsaliuk
Minsk, Belarus

Specializing in WordPress, Inna codes and develops websites of increasing complexity with inherent simplicity. Not only to ensure our clients have the most effective and functional presence online, but their customers have the best user-centric experience possible, Inna works with a can-do attitude and a will-do work ethic.

Senior Developer

Andrey Mikhaltsov
Minsk, Belarus

As Senior Developer, Andrey leads our development department, and when not coding and testing himself, he oversees the work of the development team in delivering robust, efficient, and secure solutions that deliver real value for clients and company. Specializing in PHP but always with an inquisitive and learning eye on other languages and frameworks, Andrey looks to expand the horizons of what’s possible with code, so that our customers can be sure they’re ahead of the game, and in front of audiences everywhere – online, on mobile and in-cloud.

Marketing Specialist

Stanislav Dylenok

Minsk, Belarus

Work as digital marketing team-lead specialist for canadian clients in Symbicore’s team, providing strategic marketing for customers in fields of christian education, logistics, realty business, IT, and etc
I graduated from the IPM course (under the CIM program) “Marketing Professional” as the best in the group. I also have a diploma in working with key employees of client firms (Up & Up course). At the moment I am undergoing training in CIM on the specialty “Digital marketing Strategy”

Operations Director

Barindra Nath
Minsk, Belarus

Bari’s CV reads like a who’s who of international company experience, best-in-class business certifications and methodologies, and an all-round knowledge and experience of technology and processes, he would put us all to shame. With that he manages and maintains commitment and delivery across all departments and teams. So essentially for us, he’s our operations quarterback ensuring that all plays are in place, and everyone and everything gets to the end zone on-time, in-budget, and with sanity’s intact!

Chief Strategy Officer & Partner

Alan Boyd

Founder & President

Donowan Fowke

Winnipeg, Canada