How can you land your brand and still make it fly?

Identity puzzle conceptIn the era of the empowered customer/community/constituent, there is nothing–underline nothing–more important to your organization's messaging than a coherent, cohesive, consistent brand.  The influence and insurgency of social media demands it.  And yet, so many organizations neglect the maintenance of their brand–the amplification of its thesis, the growth of its
impact.

1. First, you must "land" your brand.  As an organization, you must know who you are and why you're here.  And that statement of brand must be relentlessly short, fundamentally simple, and competitively savvy.  Large organizations have the benefit of expending vast resources in the quest to land their brand.  But a powerful brand is not cash-dependent.  It is concept-dependent.  The principles of great brand development remain the same, no matter the size of the enterprise.

2. Second, you must communicate your brand.  Often, the most effective mode is video.  Research shows the moving image is the single most impactful method of message delivery; our brains are quite literally made for it.  But, if you haven't taken the time to land your brand, don't bother.  Any marketing communication valtrex online usa effort not grounded in brand certainty has zero chance of soaring to brand success.  Jump into video or other collateral production without a firm grasp of brand (including look and feel), and all you're doing is wasting your organization's time and money.

3. Third, you must help your brand take flight.  The key is so-called "kinetic" brand growth.  This is the social media-driven premise that a brand must be more than a concept; it must be a community–a community dedicated to a cause(s).  According to Nielsen, 66% of global respondents are willing to pay more for products and services from companies dedicated to social and environmental change. Cone Communications says 93% of consumers are more loyal to companies that engage in corporate social responsibility. And Elite Daily finds 75% of Millennials say it's either "fairly" or "very" important that a company gives back to society instead of just making a
profit.  To make your brand fly, it must define more than what your organization is.  It must define what it does–and why it matters.

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