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IS YOUR BRAND COMPELLING OTHERS TO ACT?

With all of the media hype around the US election now behind us, it will be interesting to watch if, and to what extent, Donald Trump manages his presidency. Like him or not, he’s going to be with us for the next four years, similar to the duration of the recent appointment of the Canadian Prime Minister, Justin Trudeau.

What’s interesting about both elections is the fact that despite the extreme diversity in the opinions and platforms of both Trump and Trudeau (just realizing as I type this that the odd similarities in their last names), they both won on account of running a campaign built on a strong brand message, that in turn compelled people to act – or in this case, vote.

Trump’s message – “Let’s Make America Great Again.”

Trudeau’s message – “Real Change Now.”

 When you consider these brand slogans, notice the similarities:

  • They are simple and easy to understand.
  • The slogans create a sense of a better future.
  • They are “we” centered, suggesting a collective effort.
  • Both imply that action is necessary.

I’ve been sharing several ideas with you during the past couple months on building a more effective strategy that will dominate the competition, and with that in mind, it’s always a good time to consider the power your current brand has (or doesn’t have) in the marketplace.

After all, when it comes to being distinct in the market, your brand is literally your calling card for customers, employees and anyone else who, or could, support your business objectives.

Before I suggest an activity to help you build a stronger brand, consider that doing so requires significant diversity. Therefore, the more people you can include – both inside and outside your business or division – the more relevant and valuable the outcome.

In order to build or improve upon your brand, to ensure that it has the “power” you need and inspires the “action” you want, consider the following:

  1. Do you have a single brand statement upon which everything you offer is built?
  1. Does your brand statement achieve the same distinctions as those outlined above?
  1. Are you and your team using the brand statement at every opportunity, as the foundation of your business, culture, products or services?

As we’ve seen through the recent elections on both sides of the border, a powerful and memorable brand can be the difference between winning and loosing. Both matter not, however, if the brand doesn’t compel others (specifically your customers) to act.

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