Branding a Successful Business

About eighty percent of businesses today are simply that—businesses. The remaining twenty percent have successfully transcended from a mere business into a brand.

What is a brand? Brands typically:

  • Build value. A brand’s value to a loyal customer expands over time.

  • Transcend their own physical or online presence. Consumers can recognize a brand without the business behind the brand being present.

  • Begin to morph with the customer. Where businesses service every customer the same way, brands can cater to customers’ specific needs.

  • Grow exponentially. Brands evolve, adding business locations and customers at an increasing rate.

In this episode of Breakthrough, Barron explores the differences between a business and a brand, and provides three key steps for taking a business to the next level and transforming it into a brand.

1. Understand and execute your mission.

A well-crafted mission—paired with a perfect product market fit—is the core of every successful brand.

“Product market fit is so important because it needs to match your mission,” says Barron. “If your brand doesn’t fit your market, it will never become a brand.”

Simply creating a product is often not the hard part. The hard part is determining whether that product is simply a product, or the core of a business—and potentially a brand. And a brand is able to garner advocates and consumer loyalists who can share the brand with others.

Brands cannot wholly depend upon the support of influencers, of course. “The influencers can turn on a dime,” adds Barron. But “great brands can correct when they get off course.”

2. Create a transportable brand visual.

A successful brand visual is consistent in all aspects of your brand. The visual should be able to connect with your customer on a personal level, and flexible enough to go in whatever direction you decide to take your business.

“A business can build a product, and then build another product,” says Barron, but the products do not necessarily connect. “A brand builds product after product, and they all seem to mesh together.”

3. Develop a lockstep with your customer.

This step is simple in concept, but can be difficult in execution: you have to stay true to your mission. Your vision for the future of your brand needs to match the central mission you first presented to your loyal customers—and you cannot cut corners.

When your mission and vision are in alignment, “that’s when you start to accelerate your brand growth,” says Barron. “Expand into additional verticals… [while] staying true to those core qualities in your mission that make up your vision.”

Check out the episode above to get a deep dive into why brands like Shake Shack, Apple, and Cava have become so successful—and see an exclusive interview with Otto Othman, the co-founder and chairman of Pincho!

Cooper’s Hawk Partners with the SAG Awards To Increase Brand Awareness

Listen on: iTunes | Google Play | tunein | iHeartRADIO | Spotify

On this episode of The Barron Report, Paul Barron speaks with Emily Wines, master sommelier & vice president of wine and beverage experiences at Cooper’s Hawk Winery & Restaurants. In this Skype interview, the two discuss the latest feat for the winery, partnering with the Screen Actors Guild Awards®, and how to utilize partnerships to increase brand awareness.

In November, Cooper’s Hawk announced that they are the Official Wine of the Screen Actors Guild Awards® 25th Annual SAG Awards. To salute the silver anniversary, the winery has created a special wine named the “Artist’s Red Blend.” The wine is a limited-edition, with a commemorative label, and will be served during the Awards ceremony on Sunday, Jan. 27, 2019. Furthering this special partnership, Cooper’s Hawk will be hosting an exclusive event for it’s Wine Club Members.

When discussing methods of how to increase a wine brand’s awareness, Wines details how previous partnerships with celebrity chefs, like Tyler Florence, and other wineries for Cooper’s Hawk have proven to be successful.

Watch this video above for more marketing tips like virtual wine tastings, and how to educate your clients.


SHOW NOTES

  • 7:33 - Wine Marketing Tips for 2019

  • 9:52 - Wine List Tips

  • 12:41 - Virtual Wine Tastings

  • 14:31 - What’s New for Cooper’s Hawk


  • 0:11 - Cooper’s Hawk Partners with SAG Awards

  • 2:32 - Artist’s Red Blend and How Brands Align

  • 6:03 - Breaking Down the Blend

 
 

Produced by:

Rachel Brill

Rachel Brill

Social Producer


VIEW BIO

Branding vs Design: Why Understanding the Difference Matters

Branding vs Design: Why Understanding the Difference Matters

What is branding?

There is a lot of miscommunication around the word “brand.” Some design agencies further the confusion by claiming to do “branding” when they are really referring to logo design.

So, to understand the difference between branding and design, we need to define “brand.”

Your brand is your reputation. It is not what you say it is, it’s what your customers say it is. It is how you’re perceived. Your brand is made up of the sum of your customer’s interactions.

“Branding” should be thought of as the actions that build your reputation in the mind of your customers.

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The Internal Benefits of Good Branding

When we talk about branding it is usually in the context of external benefits. Things like attracting customers and increasing sales. However, there are also plenty of internal benefits that come from having a good brand.   

First, let’s define some key points of a good brand.

  1. A good brand speaks clearly and consistently.

  2. A good brand knows what it stands for.

  3. A good brand understands the underlying problems its customers face and how it can solve those problems.

  4. A good brand knows how it is different than the competition and how to communicate that.

These points affect how you will connect with potential customers and fuel the marketing of the brand. But let’s consider how a good brand affects the team internally.

  • A clear brand creates focus.

Bringing clarity to your brand will allow your whole team to begin to understand why they do what they do.

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Identifying and practicing brand values will foster decision-making that contributes toward a common goal. When everyone is working together towards the same goal the results will be more attainable.

If your brand position is to be the most convenient eating option for busy people, your team can understand why you have certain procedures in place. They will be able to make meaningful progress toward attaining the desired position.

  • A clear brand turns employees into brand evangelists.

By identifying the problems that you can solve, your team will be able to act in more meaningful ways. You will be able to speak to your customers on a human level and cut through the noise.

Does your team believe in what you’re doing? Do they understand the higher purpose of their work? This is key for creating an environment where people are motivated to grow the brand.

Include your brand strategy in the on-boarding process to help new team member understand the value they bring. Keep the brand values and mission visible for existing employees. Look for ways to weave the mission into every day tasks until it becomes instinctive.

  • A clear brand generates excitement.

Humans thrive when they feel like they’re accomplishing a goal and making a difference. What difference are you making? Are you doing anything that your team could get excited about? There are likely several things, but the difficult part is being able to articulate that clearly throughout all levels of the organization.

When your brand strategy is clear, it will create an atmosphere of purpose and enthusiasm. This excitement translates into happier customer experiences which reinforces a strong brand. This reciprocal effect should be cultivated daily.

If the leadership is excited and focused, the rest of the team will feed off of that. Set a clear vision of where you want to get, and then implement daily, weekly, and monthly tasks that will support it.

Branding affects every area of your business. If sales are down, employee turn-over high, or marketing ROI weak, you likely have a branding problem. Evaluating and addressing the areas of your branding should be a regular practice. Invest in strengthening your brand and the returns will be both external and internal.

By Dustin Myers, Industry Expert

5 Tips to Help Maintain Brand Consistency

5 Tips to Help Maintain Brand Consistency

Many restaurants drift in the cloud of confusion. Their messaging is either vague or cliché. They don’t truly understand what their customers want. Their identity design is out of sync with how they want to be perceived. Because of this, their marketing efforts fall flat and they struggle to break through the noise. The solution can seem to be switching things up or trying something new. Unfortunately, this only accelerates the confusion.

If this sounds familiar, it’s good to take a step back and evaluate. You need to rethink how you view branding. To summarize, you need to figure out who you are and figure out how to communicate that effectively. Once you’ve done that, you can begin to execute with consistency.

Which brings us to how to develop brand consistency.

Building your brand is the same as building a personal reputation. As you get to know someone, you can begin to predict how they will present themselves and how they will respond to situations based on their character. Thinking of your brand as a person will help you cut through the noise and connect on a human level.

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