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Nine Branding Principles

Nine Branding Principles

I have identified nine fundamental qualities of a good branding program. I’m sure there are more, but these are my favorites:

1. Keep It Simple: one big idea is best.

2. Mass-produced word of mouth (PR) builds brands.

3. Focused brands are more powerful than diffused brands.

4. Somehow, some way, you have to be different.

5. The first brand in a category has a huge advantage.

6. Avoid sub-brands at all cost.

7. Quality is important, but not as important as the perception of quality.

8. Be consistent and patient. Building a strong brand takes time.

9. Put your brand definition in writing, otherwise you’ll get off course.

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