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The 10 New Rules of Brand Strategy: How to Build a Successful Brand

Creating a successful brand today requires a more sophisticated and consumer-focused approach than traditional methods. It is no longer enough to have an eye-catching logo and an eye-catching advertising campaign. Today's consumers seek deeper and more meaningful engagement with brands. To help you achieve this, here are the 10 new rules of brand strategy that will guide you in building a successful brand.

1. Rebrand the Problem, Not the Product.

One of the fundamental rules for building a successful brand is to shift the focus from the product or service itself to the problem it solves. Too often, companies focus solely on the features of their product, neglecting the problem consumers are trying to solve. Instead of competing with other similar products, consider how you can reconceptualize the problem to position your brand as the preferred solution.

2. Embrace Emotionality in Conversion.

Purchasing decisions are driven primarily by emotion, even in B2B industries. Even if decisions appear to be made rationally, they are often influenced by deep, emotional motivations. To truly engage your customers, you need to understand and tap into these emotions. Communicate your brand value in a way that resonates with your customers' emotions.

3. Change Beliefs, Change Identity.

People are tied to their beliefs and their sense of identity. If you want to change consumer behavior, you must first change their beliefs and get them to adopt a new identity that aligns with your brand. Help people see themselves in a different way in the context of your brand.

4. Deal with a Narrow Culture in a Free Environment.

Each sector has its own culture, which can be more or less rigid. If you are in an industry with strict rules and well-defined behavioral norms, try to create a company culture that adapts to this environment. If your sector is characterized by a lack of clear rules, then you have the opportunity to establish them and become a point of reference. Cultural consistency is critical to brand success.

5. Be Loved or Hated, But Not Ignored.

One of the worst mistakes a brand can make is going unnoticed. Don't try to please everyone, but try to create a strong reaction in people, even if that means some will love you deeply while others will hate you intensely. Indifference is the real enemy, as indifferent customers are unlikely to become brand advocates or loyal customers.

6. Address Entry Bias.

People bring with them prejudices and previous beliefs. It's important to address these biases early on and try to change them to be more favorable to your brand. If biases are hindering acceptance of your product or service, work to eradicate them or reorient them in a positive way.

7. Show Experience Before Conversion.

Many consumers are reluctant to engage with a brand until they have a clear idea of what to expect. Don't make your customers wait until they convert to experience your product or service. Give them a taste of the experience right from the start, allowing them to understand how they will feel using your brand.

8. Finish the Work Before Conversion.

Before a customer decides to convert, it is essential that they fully understand the value they will receive. Make sure you clearly communicate how your product or service will solve the customer's problem and what benefit they will get from it. Eliminate any uncertainty or doubt that could hinder the conversion.

9. The Brand Drives Every Activity.

Branding is not limited to the logo or slogan, but must be the main driver of every business decision. Every aspect of the company, from product and UX decisions to communication and company culture, must reflect and reinforce the brand. Make sure every action aligns with your brand identity.

10. Achieve Brand Uniqueness.

Finally, to stand out in the competitive market, it is critical that your company brand, CEO brand, and corporate identity are aligned and consistent. Create an image that conveys a strong, unified message to all your stakeholders. Consistency between the company brand, the CEO's personal brand, and the corporate identity creates a powerful image that attracts and retains customers.

By following these 10 new rules of brand strategy, you can create a distinctive and successful brand that differentiates itself from the competition and establishes a strong emotional connection with your audience.

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