I like to compare building your brand to the movie Field of Dreams: to host a baseball game, first you need a baseball diamond--you need to build a baseball ring that accommodates everyone: the players, the spectators, the concessions, bathrooms, etc. You need to build something everyone recognizes and knows how to navigate.
This is also true for building a brand. You need to create someone everyone recognizes and knows how to interact with before people will start spreading the word that there's a new game in town.
The book Build Your Brand is focused on exactly this. It is a system that walks you through your brand infrastructure, step by step. To use the Field of Dreams analogy, it's not a book on how to play baseball (i.e., market your brand); it's a book on how to build a major league baseball field (i.e., build the elements you need to create a marketable brand).
To build a brand (and business) with loyal happy customers, you must create a brand people can connect with on a positive level.
A strong brand creates:
- High name recognition
- Awareness of product offerings and differentiators
- A reputable service/product with a vision
- Strong messaging
- Relevance in the world at large
A weak brand has:
- No story or vision
- Low and/or no understanding of product differentiators
- Unknown and/or unclear values and mission
- Standards that gauge success solely on the amount of money it takes in
- No role in the world at large