Building Stronger Relationships
Effective branding is not about logos and artwork. It’s about a concept that all of us (as fliers) are very aware of every moment in the air – gravity.
Branding is a force like gravity. Used effectively, brand gravity pulls prospects and eventually customers into a very tight orbit around who you are and what you do. They feel included. They feel connected. They advocate for you. They sell for you. They bring in new customers for you.
This process isn’t easy – but done properly – it’s very effective.
Why are some brands able to keep their followers loyal (Apple), and other companies, despite having massive media resources, can’t (Samsung)?
It’s a phenomenon we call “Brand Gravity.” And like the force of gravity – brand gravity has rules and elements to it in order to work. It’s predictable, and almost calculable, in most circumstances.
Brand gravity is determined by two factors – the density of your brand’s allure and the distance over which your brand attempts to exert its “brand gravity force”.
Since brand gravity is ultimately about experiences, brands have to deliver consistently good experiences in order to acrete more customers to make their brand “more dense”.
If you make bad stuff, in today’s world, people find out quickly.
What that means is every day you have to deliver a high quality product or service. All of your communications have to deliver real value to customers and prospects.
Either you are a leader worthy of being a brand – or you’re not.
If you are, we can definitely help you find that path.
Note: "Absolut Vodka" is a registered trademark of the Pernod Ricard group. "Victoria's Secret" is a registered trademark of L Brands. "Toyota" and "Lexus" are registered trademarks of Toyota Jidōsha kabushiki. Their use in this video is for illustrative purposes and should not be construed to be endorsement or represent our brand work with these companies.e