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Three Pillars Of Great Branding

filed in Brand Story, Brand Strategy

There’s nothing extraordinary about the location of the vegetarian Mexican street food restaurant at the corner of a Fitzroy laneway. The tacos are good, not exceptional. The prices fair, not cheap. And yet, even on quiet Tuesday evenings, when other restaurants advertise specials to entice mid-week diners, the taco place has a steady flow of customers who come because of how being there makes them feel. The Mexican is no longer just another eatery, it’s become a beloved brand.

Good branding is a promise. Great branding is a promise that’s fulfilled in a way that creates an emotional connection with the customer. Our promises can be made with a symbol, a taste or a sound. They can be spoken or silently enacted.

Great branding:

1. Creates an expectation.
2. Delivers a meaningful experience that matches the expectation.
3. Builds an emotional connection that compels customers to want to repeat the experience.

Every brand aspires to be more than ‘just another’ in their category. We become one-of-a-kind when we stop acting like ‘just another’ and do things that don’t always scale, with a touch of humanity.

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Image by Sigmund

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