Your Brand’s “Secret Sauce”

This an excerpt from my book Make My Brand Bigger. Want to learn more?
For a limited time you can purchase it on Amazon for 50% off!

So, why is it so important to clearly define your brand’s “Secret Sauce”?

Let me begin by interjecting the idea that not all brands are created equal. As mentioned above, many companies do not devote the time necessary to develop a thorough understanding of their brand. This results in missing many critical communication opportunities and saves the company from wasted efforts with misdirected advertisements and campaigns. Too often when we work with new clients, the outcome of the initial brand gap analysis raises many questions about their current state of brand strategy and their engagement with various marketing channels such as magazine advertising, social media engagement, and trade show participation. After careful consideration, these tactics are often identified as an enormous amount of wasted time and money.

Great brands are successful not only by defining a unique offering to their customers, but also by creating a unique position in the marketplace. This is accomplished by working through various components of your brand such as brand positioning, messaging, differentiators, competitive position, brand story, SWOT analysis, brand character, tone, and more. It may sound like a lot of branding jargon that means very little on the surface, but all of these brand elements—and more—help to define your brand’s “Secret Sauce.” In essence, a well-articulated brand will separate you from your competitors, assist in creating your overall brand message, define your unique story, and motivate your customers to act.

A brand must encompass every single aspect of the company, including the brand name, leadership of the principals, the culture of employees, the product offerings, the service offerings, high-level capabilities, the location of the business, company values, community involvement, associations, etc. You get the point.

Furthermore, developing a robust brand strategy is paramount to the success of your business. This strategy can also make a significant difference in your team’s ability to successfully launch a strong marketing and sales strategy. We regularly talk to marketing and sales teams. One of their biggest complaints is the lack of a unique brand message or story that helps them define a preference for their prospects.

Once you have developed a strong brand strategy, your very own brand “Secret Sauce,” you will be able to articulate and define your unique brand story and motivate your potential customer to act. And finally, your marketing and sales teams will be able to use your brand’s “Secret Sauce” to develop a sound marketing and sales strategy.

Moreover, getting people motivated to purchase your product or service starts with a strong brand story.

There are many nuances to brand building. Over the past three decades, my experience working with incredible branding experts has brought me to share some great insights, divulge intellectual knowledge, and provide specific agency processes. Make My Brand Bigger will help you alleviate costly mistakes and uncover specific details on how to rebrand or build your next brand.

This an excerpt from my book Make My Brand Bigger. Want to learn more?
For a limited time you can purchase it on Amazon for 50% off!

Contact the Author at:
Alex Valderrama, Cranium Agency

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.

Check Also

Money Can Buy Love!

A Closer Look At Brand Engagement There are plenty of reasons why someone may not …

Leave a Reply

Join Our Newsletter!

Receive periodic information about current events, trends, how-to's, and fun brand musings delivered to your inbox.

Your information will never be shared with any third party!