THE TIMING TEST FOR BRANDS
If we reflect over decades, we can always identify certain brand names that are indelibly imprinted into our memory. Even as a child, I can remember certain brands that simply captured my imagination and admiration. Many of those brands hold that same position on my metaphorical mantle today. Why does this happen? It boils down to positive experiences, ideas, images, and associations with that brand.
Tim Ferriss is the author of Tools of Titans: The Tactics, Routines, and Habits of Billionaires, Icons, and World-Class Performers . Ferris has come up with certain sacred rules of branding, all of which are worth your reading. Below are a couple snippets that stood out to me as clearly universally true to my experiences and very likely your experiences too:
- If everyone is your market, no one is your market. . . . In a social-sharing-driven world, cultivate the intense few instead of the lukewarm many.
- Branding is a side effect of consistent association. . . . Put good business first, and good “brand” will follow.
As I reflect upon the best brands that have stuck with me throughout my life, I do believe that it has been that “consistent association” that did the trick. Consistency implicitly sticks.
