PPB July 2019

9 Companies That Get Brand Right In a world full of noise and endless options, it’s tough to earn customer loyalty. The solution is to forge a strong brand strategy and let it drive your every move. by Lindsay Pedersen I t’s tougher than ever to grab and hold customers' attention. People are overwhelmed by messages flying at them from all directions, and it’s easy for yours— or your client’s—to get drowned out. Many companies ignore brand strategy, but that’s a huge mistake. A compelling brand strategy is the best way to earn customer loyalty. The best brand strategies must meet nine criteria. Here is that list of nine, plus some real-world examples of companies that get them right: 1 BIG: Your brand promise must be big enough to matter. This is the space you own in your customer’s head. Make it a big space, a big promise. This will create value for both your customer and your business. By mattering to your customer, you fuel a business that matters. 40 | JULY 2019 | GROW