- Start a movement around your brand. You’re not a one man band and even one man bands need roadies and family support.
- Build green into your brand. Ok so you are a small pepper sauce maker. Make sure you’re not serving up prohibited pesticides.
- Tell your story. Including the part where your marriage almost broke up as you pursued that batik business. A brand that does not have a clear compelling story is no better than salt in a plastic bag.
- Be your brand. When people see you they must see the values your brand represents. If you are a “P.I.G.” hog, guess what; that’s your brand.
- Embrace customer experience. It’s the single biggest brand builder known to mankind. What is customer experience you ask? The stories people tell about your brand when you’re not there.
- Forget price. Think value.
- Your brand is not for everyone. Define your tribe. Live with them. Eat, sleep and drink whatever and wherever they eat, sleep and drink.
- Be honest. Don’t cut corners. Especially when no one is looking.
- Innovate. Innovate. Innovate.
- Don’t interrupt your fans. Engage them.
- Go where your customers are; old school or digital.
- Have a plan for when things go wrong.
