Building a brand in the current world is always hard and it even get harder as days pass by. The problem what the author Marty Neumeier points our is ”Clutter”. There are too many products, services & features along with advertising & channel clutter where we are bombarded with too many media messages across different channels.
After reading this book, I though of just writing down a summary of it here so that you too could understand the gist and maybe even pick up the book and read :).
The author in his book talks about 17 steps that takes you to create the brand that you’ve always dreamed to build.
When focus is paired with differentiation, supported by a trend, and surrounded by compelling communications, you have the basic ingredients of a Zag.
”What is a brand : A brand is a persons gut feeling about a product, service or company” Its not what you say it is, its what other people say it is.-”From the Book: Zag by Marty
Step #1: Who are you? (Focus)
Finding the white space with a brand does no good if you don’t have the experience, credibility and passion needed to fuel that success day after day, year after year.
Step #2: What Do You Do? (Focus)
The next step is to define why you exist beyond making money.
Step #3: What’s Your Vision? (Focus)
Do you know and understand what your brand vision is? You need to be prepared to paint a clear picture of the future of your business.
Step #4: What Wave Are You Riding? (Trends)
Do you know what current or future wave your business is riding? While you can build a business without harnessing a trend, it’s just a lot harder to do.
Step #5: Who Shares the Brandscape? (Differentiation)
Neumeier reminds us that zagging requires us to define our company based on what makes us unique, not what makes us admirable.
” Brand Building is not about pushing products and services. Its more about attracting people into a tribe they can trust so you should always set you goal as to help people answer this question – If I buy this product what will that make me” ”From the Book: Zag by Marty
Step #6: What Makes You The “Only” (Differentiation)?
Our brand is the only ( ___ ) that ( ___ ). In the first blank put the name of your category, and in the second blank put your zag.
Step #7: What Should You Add or Subtract? (Differentiation)
Less really is more. The art of building a brand that zags is knowing when to add and when to subtract.
Step #8: Who Loves You? (Focus)
The goal with this step is to find your brand loyalists.
Step #9: Who’s the Enemy? (Communication)
In brand building, apathy is the kiss of death. So instead of waiting for the fight to come to you, you should head on out and pick a fight.
Step #11: How Do You Explain Yourself? (Communication)
A trueline is the one true thing you can say about your brand, based on your onliness statement.
Step #12: How Do You Spread the Word? (Communication)
A marketing plan based on zagging will appear much larger than it is.
Step #13: How Do People Engage With You? (Communication)
When mapping your value proposition and how people will experience you, remember that best practices are usually common practices. Make sure to define your touchpoints based on first principles.
Step #14: What Do They Experience? (Communication)
Customers experience your brand at specific touchpoints, so choosing what those touchpoints are, and influencing what happens there, is important work.
Step #15: How Do You Earn Their Loyalty? (Communication)
When customers are loyal, (1) they stop considering other brands, (2) they request your brand by name, (3) they recommend your brand to others, (4) they wait longer and travel farther to get your brand, (5) they accept brand extensions more readily, and (6) they continue to pay a premium price.
Step #16: How Do You Extend Your Success?(Focus)
As soon as a company goes from a single offering to a line of offerings, it’s in the brand portfolio business.
Step #17: How Do You Protect Your Portfolio? (Focus)
There are four dangers that brand portfolios face that single brands don’t – contagion, confusion, contradiction and complexity.
”Always look for white spaces in the market since your goal shouldn’t be to be better than the competition but instead to lead where there’s no competition”From the Book: Zag by Marty