At SMARTcon 2016, Bill Brady shared valuable principles he’s learned from consulting with companies about how to improve the authenticity and success of their brands. After co-founding and running his own brand-based marketing firm for over 11 years, Bill joined EKR in 2010 and now serves as President and CMO of the Utah-based branding and creative agency.
Throughout his career, Bill has witnessed companies fight to be at the top. Many organizations never make it. But those who become industry leaders have something in common: They make calculated branding choices on their path to success.
Engaging with the SMARTcon audience, Bill asked, “What are you really selling?” The question comes from his sixth step to building brand value and helps companies tap into brand power by defining their core essence. Referring to Simon Sinek’s “Start With Why,” Bill emphasized that in order to build a powerful brand, you have to know why your brand is doing what it’s doing.
Bill brought up Little Giant Ladders as a fine example. This successful ladder manufacturer doesn’t sell products to make a profit. “And if that’s your reason,” Bill said, “then you’ve missed the boat.” They sell better ladders because they want to make work safer for everyone using a ladder. They want to make sure fathers and mothers come home at night.
From his own repertoire, Bill recounted a time when a tutoring company came to him for help. After stripping away all distractions and focusing on their core essence, the company discovered the reason they get up in the morning and do what they do every day: They help children succeed and have confidence in themselves. This prioritized exercise propelled the company’s brand into new heights.
And that’s what every brand needs if it’s going to produce significant results. It needs people who can get behind it and stay loyal to it. Bill, for instance, admitted that he’s completely loyal to Sunkist oranges because he grew up really believing that Sunkist had better oranges. And that’s because Sunkist, he explained, positioned themselves as a better quality orange producer.
Presenting on his 11 Steps to Building Brand Value, Bill divulged what he’s discovered to be the primary difference between companies who win and those who don’t. It comes down to a simple principle: Stronger brands produce stronger results. Any company, large or small, can strategically build a stronger brand to achieve the desired outcome.