The Essense of Branding: Expectation and Promises

Branding doesn’t have to be complicated. In fact, the more simple you make it, the more effective the branding. It’s like a good joke. No explanation needed.

It’s boiling the expectation down to one word or phrase. And making sure that promise is fulfilled.

I really like the way Barry Vucsko in his Brand is Expectation article from the Right Brain/Left Brain Marketing blog breaks it all down.

Volvo: Safety
BMW: Ultimate driving machine
Apple: Innovation and great design
FedEx: When it absolutely, positively has to get there overnight.
Avis: We try harder.
Amazon: Everything under one “roof”
Las Vegas: What happens in Vegas stays in Vegas
Barack Obama: Change

If you are as interested in how the brain works with branding as I am, you’ll want to follow Barry by subscribing to his blog feed or on the branding page of AllTop where his blog is highlighted. Or for the quick hits, follow him on twitter at @rightbrainleft.

Do you have a marketing guru that you follow? Let me know and I’ll post a link.
Brand Happens, by Mark True the Brand Warrior

Author: Chris Brown

Business owner operating a marketing consulting firm. Online Publisher. Keynote Speaker.

2 thoughts on “The Essense of Branding: Expectation and Promises”

  1. Your exactly right, that name is crucial to building a brand with reputation. We try to create brands like that at names you wouldnt normally thing of but are highly brandable. Kleenex doesnt seem like an amazing name to everyone, but its a brand that has taken over the tissue industry with funky new age way of spelling “clean X”.

  2. Chris:

    Thanks for the mention.

    I couldn’t agree more with your statement “the more simple you make it, the more effective the branding.” Some people make that happen by spending millions…others just ask the tough questions, get brutally honest with themselves to discover what’s truly different about them and then they hold everybody accountable to that difference.

    Easy to say….hard to do.

    -Mark True | Brand Warrior

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