"“The happiest people do not have the best of everything. They make the best of everything they have."
Creating strong brands involves so much more than pretty pictures and catchy taglines. A brand is a promise, a differentiator, and a customer connector. Each company is unique and its brand has to be created with deliberation and insight.
In partnering with clients, Blair and her team employ authenticity in brand messaging, boldness in trying new things, and creativity and discipline to ensure brand alignment through thick and thin.
Blair is also Celtic’s Manufacturing team leader. See our Manufacturing work HERE.
Q: What is the first step to creating a brand?
A. Authentically evaluating your company and the edge you provide to your customers. Brands that try to be something they are not, have a much harder time resonating with customers than those who know their strengths and use them to their customers’ advantage.
Q. Why is the right brand strategy so important to companies?
A: An effective brand strategy sets the wheels in motion for all that comes after, both internally and externally. Things like customer engagement, employee satisfaction, market leadership, and organic business growth all play important roles in building a solid brand. Brand strategy is key as part of a holistic approach that leads to business, marketing and sales success.
Q. How do you define a brand?
A. A brand is all about perception. It’s not a logo or a symbol, but really about the emotions it evokes among your customers and stakeholders, and the actions they take in response to how they see you. Brands must be unique, honest, interesting, and aligned with your purpose.
Q. What’s the most important aspect of creating a strong brand across numerous platforms?
A. Consistency. In today’s digital world, there are many entry points along the customer journey for brand immersion. Being consistent in messages, value propositions, and personality across channels is the difference between creating loyal customers vs. one-off click-throughs.
Q. Can people be brands?
A. YES! In branding exercises, just to get the creative juices flowing, I’ll often ask attendees to play the “6-word memoir” game to define their personal brand. It’s a fun way to kick-off sessions. My six-word memoir is, “You never know what inspires you.”