Define brands with guidelines

keep calm and follow bem guidelines

Brands should be maintained by all aspects in a company.

Sales, marketing, customer support, and product design should all strive to consistently support the company Brand portfolio.

If a Brand represents environment goals or religious views, then all company departments should follow them.

Brand consistency can be managed by software, training, leadership, and guidelines.

Guidelines are checklists, processes, rules, and forms which guide the staff in their work.

Guidelines should strive to guide staff towards avoiding actions that damage the consistency and therefore Brand Equity.

Guidelines sometimes can be very specific to what needs to be done, but are best in preventing negative actions.

They can be text, diagrams, illustrations, voice or video content.

Star Wars Youtube video increases Disney market cap

Star Wars: The Force Awakens Teaser 2

Jon C. Ogg writes for 247WallSt.com:

“What is even more amazing is that a new movie trailer being released, even without the next Star Wars movie officially even being released, just added $2 billion in market cap to Disney’s shares.”

Read the full 247WallSt.com post about the relationship between Disney stock price and second Star Wars: The Force Awakens trailer here.

See the Star Wars: The Force Awakens trailer here.

Adopting the customer point of view

airplane-testing

Adopting the customer point of view is necessary for successful Brand Equity Management.

If those who build the brand are not able to see and feel same as what the customer sees and feels, then they are not engineering but gambling with brand equity.

Everybody is a customers, but for some reason when we sell we forget our experiences of buying and using products.

The most effective way of adopting the customer point of view is to buy and use the product or service.

Also buying and using competitor products and services is beneficial.

It is important to go through the process of buying, because the purchase moment and price define the brand as well.

If the product is not easy to buy and use, like B2B or luxury products, then experiencing isolated parts of buying and using process are sufficient.