Acting like a Global Brand Leader

1. Know your customers
break your customers up into manageable groups and define which groups are most valuable to your business.

"Brands need to have a focal point. It’s fine for a
brand to ripple out beyond this key focus, but
ubiquitous brands that aim to be for everyone
often struggle to be for anyone"

2.Know why your customers purchase
for our purposes what drives customer loyalty/satisfaction

3. Pinpoint the role your brand plays in driving a consumer to purchase
There are three possible purchase drivers listed. They are: Location, Price and Empathy.
As Location isn't a factor we can control and price is not applicable Our only choice is to go with Empathy. The brand needs to connect with the consumer.

4 Understand the strengths and weaknesses of your brand in driving purchases
An examination of where your consumers think you are successful or unsuccessful, and the strengths and weaknesses of your company compared with competitors. (As a country this would be a comparison of the strengths and weaknesses of how other countries are viewed internationally.

5 Create the business case
This defines the economic value and the potential for growth.

6 Everyone is involved
Everyone involved in the "company" has to be involved in the branding. (Everything has to substantiate the brand) If you want people to feel committed they have to be fulfilled and feel respected. This might take a change in the way government employees etc. are treated. What the people want to achieve is also important. If they agree with the company's message they will be more supportive of it.

7.Build a clear purpose for the brand
Is the brand credible? Is it relevant? Is it distinct (can it claim territory that no one else owns)? Will it work into the future?


8 Be relentless in following your brand purpose
The way you think and the way you present yourself should be as similar as possible.

9. Consistancy

The best way to handle
this is to re-engineer your internal systems so
that the ambitions and intentions of the brand
are true to your operations and ways of doing
business.

10 Recognize it’s a neverending journey