22 min
Brand Bloodlines | Be The Best The Visionary Chronicles
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- Entrepreneurship
Podcast: Brand Bloodlines | Be The Best
"A brand for a company is like a reputation for a person. You earn a reputation by trying to do hard things well."
Jeff Bezos
Perception becomes a reality, but this reality must be carefully crafted, honed, and managed each day as a true, authentic brand. Challenging, yes, but this is why there are so few premium brands in our world.
By design, to be a brand, you must BE a brand. Being a brand means living a lifestyle representative of what you want your Brand to stand for in the real world. I often quote Ralph Lauren, but his statement is true; "We are NOT selling a product; we ARE selling a Lifestyle." What an enlightening quote that should be shared by all who hope to become a brand at one point.
So these Bloodlines that are the makeup, the DNA of premium brands go well beyond product and must be injected into all aspects of the Brand. You can not be a great, premium brand with a superior product but horrible customer service. The result is an awful experience for your loyal customer and is a clear disconnect to becoming a premium brand. The Bloodlines of an excellent brand stretch into all aspects of your company; operations, finance, customer service, marketing, product, and sales.
A great analogy is Lamborghini, the ultimate car brand that has finely crafted its premium positioning, and everyone knows it, even those who have not purchased their machines. However, as powerful and beautiful as they are, they do not realize the ultimate performance their cars can produce if they are not finely tuned. The experience does not match the messaging, which would be an apparent disconnect.
Be the Best! Good, better, or best, your choice, but if your goal is to be premium, you must commit to being the Best in everything you do. Not just product, but everything! This is a challenge most companies are not committed to, and again why there are so few true, premium brands. Far too many companies overlook the simple things that most customers do not. It is the difference between a four vs. a five-star resort. It makes your customers loyal and provides the "stickiness" to keep them returning. What separates the Good from the Best? It is a relentless, ongoing commitment to the Best at all levels within your Brand and sustaining that as long as the Brand is alive. The foundation is destroyed as soon as you break this link within the Brand.
So what are some of these Bloodline traits to being the Best;
Commit to being the best at levels inside your Brand.
Inject a Passion, and set a Vision all can share.
Never take Shortcuts. The storms will pass.
Empower your Teams to Succeed.
Want Premium, be Premium.
These are just some areas where Visionary brands have consistently been committed to succeeding within and outside their brands. It is a difficult challenge, but stay committed, be true to your Vision, and you will eventually succeed. Rome was not built in a day, it is a long haul, but the treasure awaits those who are committed to seeing it through.
Stay True, Stay Authentic, be Different, and be Great!
Enjoy the Journey!
Bryan Smeltzer, President
LiquidMind Inc.
#TheVisionaryChroniclesPodcast
#TheVisionaryBrandBook
@LiquidMindsite.com
@BryanSmeltzer.com
© All rights reserved, Bryan Smeltzer, 2022
Bryan Smeltzer is a successful consumer products business executive and entrepreneur. He has held executive-level roles in business development, product, and marketing with some of the world's most prestigious brands, including; Oakley, TaylorMade, Adidas, K-Swiss, and Schutt Sports, among other international brands. He also founded a men's apparel brand, successfully running a profitable business for ten years, eventually selling to a VC firm.
He also hosts a Podcast called The Visionary Chronicles. In additio
Podcast: Brand Bloodlines | Be The Best
"A brand for a company is like a reputation for a person. You earn a reputation by trying to do hard things well."
Jeff Bezos
Perception becomes a reality, but this reality must be carefully crafted, honed, and managed each day as a true, authentic brand. Challenging, yes, but this is why there are so few premium brands in our world.
By design, to be a brand, you must BE a brand. Being a brand means living a lifestyle representative of what you want your Brand to stand for in the real world. I often quote Ralph Lauren, but his statement is true; "We are NOT selling a product; we ARE selling a Lifestyle." What an enlightening quote that should be shared by all who hope to become a brand at one point.
So these Bloodlines that are the makeup, the DNA of premium brands go well beyond product and must be injected into all aspects of the Brand. You can not be a great, premium brand with a superior product but horrible customer service. The result is an awful experience for your loyal customer and is a clear disconnect to becoming a premium brand. The Bloodlines of an excellent brand stretch into all aspects of your company; operations, finance, customer service, marketing, product, and sales.
A great analogy is Lamborghini, the ultimate car brand that has finely crafted its premium positioning, and everyone knows it, even those who have not purchased their machines. However, as powerful and beautiful as they are, they do not realize the ultimate performance their cars can produce if they are not finely tuned. The experience does not match the messaging, which would be an apparent disconnect.
Be the Best! Good, better, or best, your choice, but if your goal is to be premium, you must commit to being the Best in everything you do. Not just product, but everything! This is a challenge most companies are not committed to, and again why there are so few true, premium brands. Far too many companies overlook the simple things that most customers do not. It is the difference between a four vs. a five-star resort. It makes your customers loyal and provides the "stickiness" to keep them returning. What separates the Good from the Best? It is a relentless, ongoing commitment to the Best at all levels within your Brand and sustaining that as long as the Brand is alive. The foundation is destroyed as soon as you break this link within the Brand.
So what are some of these Bloodline traits to being the Best;
Commit to being the best at levels inside your Brand.
Inject a Passion, and set a Vision all can share.
Never take Shortcuts. The storms will pass.
Empower your Teams to Succeed.
Want Premium, be Premium.
These are just some areas where Visionary brands have consistently been committed to succeeding within and outside their brands. It is a difficult challenge, but stay committed, be true to your Vision, and you will eventually succeed. Rome was not built in a day, it is a long haul, but the treasure awaits those who are committed to seeing it through.
Stay True, Stay Authentic, be Different, and be Great!
Enjoy the Journey!
Bryan Smeltzer, President
LiquidMind Inc.
#TheVisionaryChroniclesPodcast
#TheVisionaryBrandBook
@LiquidMindsite.com
@BryanSmeltzer.com
© All rights reserved, Bryan Smeltzer, 2022
Bryan Smeltzer is a successful consumer products business executive and entrepreneur. He has held executive-level roles in business development, product, and marketing with some of the world's most prestigious brands, including; Oakley, TaylorMade, Adidas, K-Swiss, and Schutt Sports, among other international brands. He also founded a men's apparel brand, successfully running a profitable business for ten years, eventually selling to a VC firm.
He also hosts a Podcast called The Visionary Chronicles. In additio
22 min