Three Things Strong Brands Do.
Ever wonder where you should be investing your time and money to create a successful business? Well, look no further. It’s your brand.
A company called Kantar Millward Brown has been tracking the top 100 global brands since 2006. They have found that compared with the S&P 500 and the MSCI World Index, the top brands significantly outperform the stock market.
Let’s look at the numbers more closely.
If you put $100 in the MSCI World Index in 2006, it would be worth $150 today.
Your $100 would be worth $202 if invested in the S&P 500 since 2006.
Had you invested $100 in the top 100 brands in 2006, you would have nearly tripled your returns at $272.
Aside from being a great investor tip, what does all this tell us?
It illustrates that investing in OUR OWN brands has an incredible payoff! Investing in your brand is the number one way to grow top line revenues. I’ve identified three things that all strong brands do in order to maintain high growth. Here they are:
1. Express a clear and consistent brand purpose.
You must have a purpose—a reason to exist. It can be a higher purpose about improving life for humanity, or a narrower purpose about improving life for the consumer. If you’re having trouble explaining your purpose, take a look at my past newsletter on identifying your core values and using them as part of your mission.
2. Have meaningfully different products and experiences.
Your difference makes all the difference. If you find yourself competing on price, it means your customers can’t tell the difference between you and Brand X. Rediscover your difference and make it relevant for today’s marketplace. One way to do this is to focus on a particular niche market you provide services to.
3. Clearly communicate your value.
Announcing your presence is not enough. You must clearly and consistently communicate your value, both verbally and visually. Read more on this topic here.
If you’re struggling with any of the three things listed above, then congratulations. You are normal. All brands work hard to convey value, differentiate their services and express their purpose. The best of them work with a brand consultant to give them an outside perspective and edge over their competitors. Contact the Brand Doctor today for a free 30 minute consultation to help strengthen your brand!
