Credit from book Beloved Brands
To become a successful and beloved brand, you need a brand idea that is interesting, simple, unique, inspiring, motivating and ownable.
The brand idea must be interesting enough to engage and entice consumers on a first encounter to want to know more. Keep it simple enough to gain entry into the consumer’s mind.
Your idea must be easily layered to organize everything you do to match up with the five consumer touchpoints, including the brand promise, brand story, innovation, purchase moment, and consumer experience.
Your idea must be unique enough to build a reputation so consumers will perceive the brand as better, different, or cheaper.
Your idea must be able to motivate consumers to think, feel, and act in ways that benefit your brand. The idea must represent the inner brand soul of everyone who works on the brand, inspiring employees to deliver the brand promise and amazing experiences.
Finally, the brand idea must be ownable, so no other competitor can infringe on your space, and you can confidently build your brand reputation over time.
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