GROW Your Business Brand with More REAL Value!

Better Branding Really Does Mean Bigger Profits

I was thrilled to hear about the recent research done by Jim Stengel in his latest book, GROW: How Ideals Power Growth and Profit at the World’s Greatest Companies. (Click on the book cover to buy your own copy.)

His findings align so perfectly with what we are all about here at GET REAL Branding. It’s what I intuitive have always believed and have built my entire business on. That a true desire and authentic believe that your brand’s products or services will in some way better the lives of your customers does have an effect on the bottom line of your business.

Mr. Stengel studied the growth of brands over a 10-year period from 2001-2011. This included periods of economic boom and bust. What he discovered was that 50 brands experienced extraordinary growth. Growth that accelerated three times faster than their rivals.

Why? Because those brands had a higher value proposition that appealed to their specific customers needs on five levels. They all had an ideal of improving life in a way appropriate to their category. The brands represented a large cross-section of industries and categories from fast foods to bottled water, soft drinks to luxury apparel , personal care to electronic payments.

This is where is gets even more exciting for me. Jim Stengel’s research identifies the five core areas that we focus on here at GET REAL Branding when working to build better brands for our clients.

It’s sure nice to know that my instincts are right. Thanks Jim for confirming this with your hard research work. I love researchers. They have the patience and fortitude to deliver insights and understanding that back up my intuitive knowing.

Here’s a brief overview of the five fundamental values that Jim found to be at the core of these brands.

  1. Eliciting joy: The brand activates experiences of happiness, wonder and limitless possibility. Examples: Lindt chocolates, Moët & Chandon champagne, Zappos online shoe retailer.
  2. Enabling connection: The brand enhances the ability of people to connect with one another and the world in meaningful ways. Examples: Research In Motion’s BlackBerry, FedEx, Starbucks.
  3. Inspiring exploration: The brand helps people explore new horizons and undergo new experiences. Examples: Amazon.com, Apple, Discovery Communications (operator of the Discovery Channel).
  4. Evoking pride: The brand gives people a feeling of increased confidence, strength, security and vitality. Examples: Calvin Klein, Jack Daniel’s, Mercedes-Benz.
  5. Impacting society: The brand affects society broadly, which can include challenging the status quo and redefining business categories. Examples: Dove beauty products, IBM, Sensodyne toothpaste.

Please share your thoughts about these values in the comments below. What attracts you and makes you loyal to certain brands? I look forward to continuing the conversation on Linked In.