Do you know this sentence, which roughly means: You are one to me! This expresses that someone thinks we're special (or weird) remarkable right now, as a person we remember well and fondly.
Of course, we also strive for this in business. There are a few companies that have created unique brands with high recognition value. The brand can be a name (Coca-Cola), a logo (Apple, Nike, Tesla), or a color jingle combination (Telekom). These brands have fans who are only satisfied with their favorite brand's product. Other products even compare themselves with well-known brands in order to get some of the brand leader's splendor.
How are valuable brands created?
When I chose the name PEOPLE & RESULTS 12 years ago, I wanted to express that companies are about both: good results and the people who deliver them. But what sounded simple and plausible to me aroused the association among many that PEOPLE & RESULTS was a personnel service provider and not a consulting firm for strategy implementation. Even though I say: Successful strategy implementation with and through the human factor! , that is not immediately apparent behind PEOPLE & RESULTS. So I need to make myself, my brand and what I offer known. For example, through blog posts like this, through a YouTube/Vimeo channel and other social media, through a newsletter or personal networks. This allows me to gradually position PEOPLE & RESULTS correctly and get them noticed by important decision makers.
How are companies doing that have no option at all when it comes to the name because it is the founder's long-established surname? This name must then stand for something, for example for certain values that strengthen the products. One example is the company Hipp with its quality promise.
Why does the company do what it does? Not just since Simon Sinek's Golden Circle We know that the question of meaning should always be at the beginning. Why is it a good idea to do what we do? If you can answer this question so conclusively that everyone (employee, supplier, customer, partner, other interested party) immediately knows why the company exists, then you will be noticed and noticed — a brand in fact.
To do this, it is necessary to think carefully about the customer. Brand designers, such as Annika Lyndgrun, talk about avatars or personas that are analyzed in detail: What drives them, what concerns them, what concerns and wishes do they have? When the customer benefits offered by the company address these questions, i.e. the brand core provides answers, so to speak, it becomes a successful business relationship.
And this grows when it is possible to retain the brand essence but constantly adapt the offerings to the times and requirements — for example, because new technologies are entering the market or other circumstances are significantly changing.
In terms of my brand, this means: I help others (companies, departments and individuals) to strategically shape their future. And I'm remarkably good at that because I have the necessary experience, creativity and practical relevance.
