096 Unbranding - Alison Stratten

Marketing, Branding, Business, Customers, Loyalty   Summary   Our brand is not what we’d LIKE the marketplace to think of us and say about us. It’s what they DO think and say about us. We’ll look at that in our Thought of the Day. And in our interview segment, branding authority, Alison Stratten shares with us the good, the bad, and the ugly when it comes to businesses … and their branding. That and more on today’s show.   Bob's Thought of the Day   We’ll explore:   The importance of constantly working at being a brand worthy of being chosen over our worthy competitors in the marketplace. One way of being “brand worthy” to our customers. The critical difference between how you WANT your customers to feel about your company, and how they ACTUALLY feel about it. Interview with Alison Stratten   You’ll discover:   How Alison defines branding. The two key elements of a brand. What it means to be disruptive. Four ways to create customer loyalty. How the logos of Apple and Volkswagon can elicit polar opposite feelings. Why rebranding is about changing practices and creating great brand stories. A compelling story about a pizza company whose staff saved a man’s life. Why frontline staff are a company’s biggest and best ambassadors. An example where trying too hard can come across as...insulting. Why a company should take more time to find out its customers’ real needs. One example of incongruence and one of congruence with two different brands.   Click to Tweet   The only “why” we should have is because our customers want it or because our market needs it. #branding #business @unalison Your #brand doesn’t actually belong to you. It belongs to your customers. @unalison You can’t redesign a #logo to fix your problems, and you shouldn’t even try. #branding @unalison   Interview Links   UnMarketing.com UnPodcast.comUnBranding by Scott and Alison StrattenUnSelling by Scott and Alison StrattenQR Codes Kill Kittens by Scott and Alison StrattenUnMarketing by Scott and Alison Stratten The Book of Business Awesome/UnAwesome by Scott and Alison Stratten Connect with Alison on LinkedIn Connect with Alison on Facebook Follow Alison on Twitter Resources   Sell The Go-Giver Way Audio Program GoGiverSalesAcademy.com The Go-Giver Leader TheGoGiver.com GoGiverSpeaker.com Burg.com How to Post a Review