Understanding how to predict your brand’s future requires a different mindset, perspective and approach than conventional “branding” wisdom.
At first glance, you may be thinking; this sounds “out there.” However, we are not talking about séance or Ouija boards; we are talking about a BrandScience™ mindset.
The BrandPsychic mindset is based on an understanding of a brand’s emotional spirit or soul. A brand’s emotional spirit resides in the minds and hearts of its customers, consumers, influencers or representatives. Our BrandPsychic approach is based on a four phase scientific process.
The first step is to understand a brand’s spirit and soul. How a brand is perceived in the hearts and minds of its associates, customers, consumers, influencers creates the perceptual map which begins to signal a brand’s future.
The second phase of the BrandPsychic process involves an understanding of where associates, customers, consumers and influencers envision a brand to be in the future. Just as in the book, The Secret, authored by Rhonda Byrne, visualization is occurring in peoples’ minds every day.
Visualization is important for two reasons. First, because it’s critical to know how people are visualizing a brand’s current position as well as its future. Secondly, once a brand has decided what it wants to be, it’s fundamental to create a situation where people are visualizing a shared perspective for the brand’s future.
The BrandPromise Commitment (Promise)
Genuine Brands make a Promise and they deliver on that promise consistently, eagerly, and at the customer’s convenience. The power of an internal Promise is based on first, customer’s feelings toward the brand first and second, by what customers say about a brand to their friends and family. The key is to deliver a Promise experience that “appeals to people’s higher motives.”
When we talk about higher motives we are referring to motives that inspire people such as goodness, trust, mercy, happiness, helping others, etc. In contrast, the “lower” motives are greed, arrogance, distrust, self-absorption, etc.
This step involves a comprehensive analysis of a brand’s mental balance between emotional attributes and functional reality. We expect a Genuine Brand to reflect the “best demonstrated practices” in its functional business such as FedEx, Starbucks or In N Out. However, the key to achieving future success is making sure that a brand is perceived to be delivering distinctive emotional benefits.
Would you like to know where your brand has been or where it is going?
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