The bedrock of branding is based on some simple principles for greatness – simple, but not easy. Here’s a round-up of the top ten brand tips of all time, from TMARC and Platform5.

  1. The sole purpose of marketing is to sell more to more people, more often and at higher prices. There is no other reason to do it” (Sergio Zyman).
  2. A brand is a promise made and a promise kept – however you communicate” (Jeremy Sampson). Keep the promises you make and you’ll increase the value of your brand. The formidable, intangible value of brand and reputation is one of the most valuable assets in any business.
  3. “It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently” (Warren Buffett). Never be complacent because a lack of attention can ruin brand reputation in a matter of seconds.
  4. You can’t build a reputation on what you are going to do” (Henry Ford). Whatever it is you intend to deliver, make damned sure you make good on it – otherwise, your brand will be worth nothing.
  5. “Ideals are the new engine of business growth” (Jim Stengel). The most successful brands and businesses are built around a higher purpose which goes beyond the product or service they sell. The ideal is the brand’s inspirational reason for being. It explains why the brand exists and the impact it seeks to make in the world.
  6. “Establish a ‘Lighthouse’ Identity” (David Lynch). Make sure you’re built on rock – that your identity is built on a product or brand truth that’s inarguable. Be strong, exciting and distinct.
  7. “Never assume who your customer is and who they are not” (Marshall Cohen) Never neglect to consider that your target audience may just be more expansive than you initially suspected it to be. Consumers are becoming increasingly more fearless about crossing gender, cultural, age and taste lines.
  8. “It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night” (David Ogilvy). Enough said.
  9. Don’t be all things to all people” (Jonathan Long). You’re never going to please everyone, so don’t try to be everything to everyone. Learn to be the best brand possible to a specific set of users.
  10. “Sameness doesn’t sell” The value of your brand will be determined by its differentiation from the competition in ways that are relevant to the consumer. (Sergio Zyman).