“Go” Brand
I recently opened my e-mail to yet another enticing invitation from Gilt Groupe, one of several on-line “flash” retailers. This invitation included the “Go” button for the Elaine Turner brand with this description: “designer known for her laid-back luxe aesthetic.” That little phrase helped me immediately categorize this previously-unknown-to-me designer. And earned the brand a place in my “consideration bucket.”
What are you known for? Is it a point of view or promise that you can sustain? Can you declare it in a succinct and compelling statement? And, are your products and services evidence of it—again and again?
That clarity and discipline are the beating heart of brand management.
What a powerful use of a handful of words.
On a writing note, more than a branding note, I like to ask people: How do you write “that” in a way that sounds like it came from you and nobody else?
Too many individuals and groups steer clear of the effort of creatively identifying themselves and fall into the stream of the going lingo.
Thanks for this!
Tatyana