They dictate your market share, product viability and life span. They’re your stock price, media buzz and critical mass. They’re judge, jury, metric, evangelist or critic. They’re your customers, your prospects and your influencers. They call the shots and set the rules. And they alone will decide whether your brand is iconic or generic, relevant or unworthy.
At Salt, we work with leaders to identify what makes their brands essential to these powerful people: today’s consumers. We find intersections of growth among business strategies, market opportunities, and customer insights. When a brand is focused and engaged, it creates a multiplier effect by making the most of every consumer interaction, across channels, across touchpoints, across boundaries. It enables you tell more powerful and compelling stories, create richer expressions and deliver genuine engagement. In todays hyper-connected world, that’s how you reach people – and more importantly, how they reach you.
So, ask yourself - is your brand essential?
The Essential Checklist
Is there a clear, focused and endorsed strategy?
Is it strongly differentiated from competitors?
Is it relevant and engaging to customers?
Is it adept at delivering on business objectives?
Is it dynamic enough to motivate employees?
Is it going to make a difference in the world?