Every brand should have a proven performance that connects to at least one of these four key success profile triggers.
These triggers sit underneath your strategic behaviour, marketing material, plans and the ‘face’ of your brand, to create a brand that is authentic and develops a trust relationship with its market.
1. Passion for Desire
A successful brand is passionate about understanding the desires that drive and exist in their customers’ world.
That brand must be willing to step into the world of their customer, walk where they walk, and engage in their conversations, so they can understand more intuitively and deeply what that customer’s market’s desire truly is.
When you deliver a service you don’t drive desire, you live your passion, and that expression builds a perception of who you are. If your passion is aligned to the desire that exists in the marketplace, you create a connection, which is vital to the success of your brand.
2. Generate Awareness
Behave in a way that aligns with your brand strategy and gives you a unique ability to show your personality, to create positive disruptions.
Be brave and innovative enough to stand out from the pack – and do it your way. To know what ‘your way’ is you have to understand your brand promise; what your passion is; and how you can connect those two things to create a unique personality and behaviours.
Give yourself permission to behave differently and create positive disruptions. If you can do this, your market will become more accurately aware and accept this as your personality. Let others get to know you and what makes you different.
3. Establish a Profile to Engage and be Engaged
Establish a dynamic leadership mentality – engage with your own brand and your own business in a way that clearly identifies how every part of what you do provides you with an opportunity to show you are leading the pack.
If you believe that you are ahead of the pack, and that what you do is passionately driven from a position of originality and leadership, others will recognise your engagement, and engage with your positive mindset.
Successfully engaging your market demands a mindset that inspires others with what you do and believe. By constantly cross-selling the different ways you can work with and respond to your market, you give them multiple reasons and ways to connect to you.
4. Give to Get
It’s important that you give to get – never give something that you wouldn’t appreciate receiving yourself.
Giving something to others that you genuinely value ensures that others will value it too, and this fosters relationship growth and authentic connections.
When you build people nurturing processes that exist beyond you and the sales horizon, you can connect with people on the basis of what you have to give them as a brand, and establish an enduring bond built on mutual trust and respect.
For a brand to succeed, you must connect with your market and to your market, genuinely and with integrity. You have to mean what you promise – to do that; you must first understand what your promise is. To find your real promise, you must love what you do.