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Strong brands are clear about what they are and what they are not. These professionals understand their unique promise of value. And this promise of value helps them stand out in a sea of competitors.
This differentiation allows them to attract and build loyalty among their ideal set of clients. Volvo, for example, is clear about their steadfast commitment to safety and security. After all, their tagline is "For Life." They're not about fast sports cars, or about exclusive luxury.
In addition to being clear about who they are, strong brands are also consistent. They are always what they say they are. A strong brand doesn't change its stripes.
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Volvo is always about safety. They don't change their focus from model to model. When new editions come out each year, they are safe too. And Volvo highlights this in their advertisements and in all their communications.
Being clear and consistent is important, but not enough. In addition, strong brands are constantly visible and valuable to the people they seek to impact and influence. They don't go into hiding. They are always top of mind for decision makers, who regularly see not just the brand's messages but also the brand traits in action.
Take Coca-Cola, for example. They have made the entire world their target audience. To them, the decision maker is YOU. That's why you can't make it through a day without being exposed to their bright red logo. Billboards, vending machines, people holding Coke cans as they walk down the street, restaurant menus and print and TV advertisements all scream COKE.
Bentley concluded, "In building and nurturing a strong personal brand, you have a lot more to think about than these three C's. For more information, leave a request at our Contact page. But, no matter how much effort goes into the other necessary work to unearth and exude your personal brand, no brand is truly exceptional and effective if it doesn't pass this test."
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