Great Brands Inspire Action

Great Brands Inspire Action

Written by Alex Valderrama, Founder and Principal of Cranium Agency

Have you ever wondered what makes a great brand?

The answer can be found deep in the brand purpose. Every strong brand has a purpose, and every customer has a need.

There are many brands – Volvo which manufactures incredibly safe cars, Coca Cola which provides a refreshing drink, and Apple which is driven to provide innovative technologies to help us be more productive. All of these brands have one thing in common. Their purpose is clear, and they inspire action from their customers.

We all know it’s not enough to have a great offering which serves a unique purpose. What many companies lack is the ability to communicate efficiently their brand’s value to their customers in a clear and concise way. Your client’s action is both emotional and rational. Companies that have created a clear brand message and a unique position in the marketplace are more likely to succeed. If your brand does not elicit an emotional response, then it is doomed to be a failure.

Several other factors should be considered. These include lack of trust and awareness. These factors can be overcome by reinforcing your brand with consistent brand messaging and visual communications in the form of style and tone. The consistency of your brand’s value and visual communications creates trust and captures the attention of your customers so they can identify the purpose of your brand. These are great ways to build confidence, reinforce the brand purpose and also the value your brand provides.

An excellent way to get started is to ask yourself, “What purpose does my brand serve?”. By answering this question, it will help to begin the process of how to connect with your customers and produce actionable results.

In summary, inspiring action from your customers is crucial to the success of the brand. Understanding your brand and its purpose are monumental to helping you define your story and your message to customers. Next time you shop at your favorite store or use one of your favorite “already purchased” products, ask yourself what drove you to take action?

About Alex Valderrama

Alex Valderrama
Alex Valderrama is one of the nation’s top Brand Strategists, Award-winning Designer, Author, and the Principal at Cranium. Through his unique experience working with several hundred clients, he has helped many brands lead in their industry with Business Growth, Brand Strategy and Customer Experience Design. Alex has worked with some of Nation’s most well-known brands such as Truven Health Analytics, Principal Financial, Citi Community Capital, Massey Ferguson, Microsoft, Wells Fargo, Gates Rubber, National CineMedia, and Fathom Events. In addition, he has also worked with small businesses such as Basil Doc’s Pizza, Spavia, Santa Claran Hotel, and Aldo Leopardi just to name a few. Alex gained his BFA at the International Academy of Design with emphasis in Visual Communications. He also achieved the honor of Summa cum laude. Alex has taught advanced branding and marketing courses at Arapahoe Community College and Metropolitan State University in Denver, Colorado. In the past, he has been the curriculum advisor to several universities as well as a mentor to both students and interns. Alex has served as a judge for several national branding and marketing competitions. He lectures regularly on branding and marketing throughout the design community and the business sector. Alex has also served as a marketing board member and independent branding advisor for several community development projects, non-profit organizations, business groups and marketing associations. Additionally, Alex has held several board positions with the local American Institute of Graphic Arts (AIGA) and Business Marketing Association (BMA) Chapters. Alex frequently writes about branding and his agency has received over 80 national and international awards from esteemed industry competitions such as Print Magazine, Graphics and American Corporate Identity. His work has also appeared in over 20 international publications such as: The Big Book of Logos 3; The Best of Business Card Design 5; Blue is Hot, Red is Cool; Direct Response Graphics Book; Rockport’s Letterhead; Logo Design 6 Source Book; and, Best of Brochure Design 5 just to name a few.

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