Nine Branding Principles
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The document outlines 9 branding principles: keep branding simple with one big idea; use mass-produced word of mouth PR to build brands; focused brands are more powerful than those with many messages; differentiate the brand somehow; being first in a new category provides huge advantages; consider what you can be first in; avoid sub-brands; perception of quality is more important than actual quality; consistency and patience are needed to build a strong brand over time; and define the brand in writing to stay on course.
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Nine Branding Principles
- 2. Nine Branding PrinciplesKeep It Simple: one big idea is best.Mass-produced word of mouth (PR) builds brands.Focused brands are more powerful than diffused brands.Somehow, some way, you have to be different.The first brand in a category has a huge advantage.So what can you be first in?
- 3. Nine Branding PrinciplesAvoid sub-brands at all cost.Quality is important, but not as important as the perception of quality.Be consistent and patient. Building a strong brand takes time.Put your brand definition in writing, otherwise you'll get off course.