The heart
of brand success: Introduction

DOES YOUR ORGANIZATION HAVE A STRONG BRAND?

Welcome to this introduction to a three-part series on The Heart of Brand Success. Over the next three weeks, we’ll delve into the importance of making Brand Belief, walking the talk through Brand Behavior, and the magic of creating loyal Brand Believers.

Here’s a little sneak peek of what’s to come … When thinking about building your brand, it’s easy to focus on things like a logo, website, and the products or services that you sell. While these are essential elements of any great brand, real brand success comes from having clarity around your guiding Brand Beliefs and bringing those beliefs to life through Brand Behaviors that have the power to convert customers into dedicated Brand Believers (evangelists).

“Our research shows that a fundamental of all great companies is a core ideology – core values and a sense of purpose beyond just making money.”

—JIM COLLINS, “GOOD TO GREAT”

PART 2: BRAND BEHAVIOR

Brand Belief is a good start, but in and of itself isn’t enough. Your brand must demonstrate a dedication to its stated beliefs through Brand Behaviors. The actions by which your company is known must align with the things you claim to believe. When your behaviors don’t reinforce your beliefs, your brand doesn’t walk the talk and you give others a reason to doubt, a reason to not trust you. Nothing is more devastating to a business than preaching a message that isn’t backed up by action. When the behavior of your organization reinforce your beliefs, something powerful happens, you create Brand Believers.

“The essence of a strategy is not the structure of a companies products and markets, but the dynamics of its behavior.”

—GEORGE STALK

PART 3: BRAND BELIEVERS

When the beliefs and behaviors of your company are in sync, customers want to adopt the identity you have created, they want to be known as a member of your tribe. They tweet about you because they want to be recognized as a fan of your brand. They become walking commercials for your products because they believe in what your products represent. When you effectively execute Brand Belief through authentic Brand Behaviors, you create loyal Brand Believers and growth.

“Word of mouth is the best medium of all.”

—BILL BERNBACH

Read more from this series The Heart of Brand Success:

Introduction
Part 1: Brand Belief
Part 2: Brand Behavior
Part 3: Brand Believers

IS YOUR BRAND
LIVING UP TO ITS PROMISE?

Consumers today can spot inauthenticity from a mile away. Close the Say-Do Gap® and transform your brand into one that customers can truly believe in. Download our free guide, “The Trust Crisis: How Belief-Driven Brands Win by Closing The Say-Do Gap®,” and learn how to turn trust into your strongest competitive advantage.

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