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Logo? Check. Mission statement? Check. Target audience? Website? Check and check.

The external components of a brand are fairly easy to spot. You can get a sense of what you need to have in place with a quick Google search or a trip down our podcast archive.

It’s not that the obvious things are unimportant. On the contrary, every facet of what brings a brand to life holds great value.

There are also many unseen parts of a brand, and it’s a journey we like to take to find those invisible details. These are the things that keep the clock ticking and locked in time.

What is it that makes McDonald’s a stand-out brand in the fast food industry? What should you be reminding yourself (and employees) of as often as you can? What do you need to have written down and solidified so you aren’t caught off guard?

We’ll answer these three questions and more on today’s show where we talk about some practical things your brand needs that may not be as apparent.

Highlights, Takeaways, Quick Wins
  • Your brand needs something unique and recognizable by any of our five senses.
  • If you can only engage one of your audiences’ senses, get creative on how to fully optimize what stands out.
  • Showcase tangible examples of what you do in a place where your target market frequents—using photographs, case studies, hands-on examples, or any other means.
  • It’s not enough to have examples to point to you, you also have to point to them. You have to work to make sure your target market actually encounters these examples.
  • Find creative ways to publicly share the same thing but with different types of value and incentives.
  • Cross promote previous resources you’ve shared in the past with new types of value you want to share with your audience.
  • Have written and accessible policies that include both refunds and privacy.
  • If you sell something, you need to think about refunds. There will be people who ask for their money back, and you need a process in place.
  • A 30-day money back guarantee is standard and most people don’t expect more than that. The longer your money-back guarantee, the longer you must keep the cash on hand in case of a refund request.
  • Always have three sets of goals for your brand: short-term (3 months – 1 year), mid-term (1-5 years), long-term (5+ years).
  • Regularly remind yourself and your team members of your mission.