Amaze and Respect: Essential Verbs to Enhance Your Brand Strategy in 2015, Part 1
Harvard Business Review recently featured a cover story that promoted three key verbs as critical to marketing success: THINK, FEEL, DO. Does your 2015 brand plan include those verbs?
No doubt your strategic plan has powerful verbs in it already: verbs like activate (previous customers), entice (new customers), cross-promote (merchandise across channels), engage (customers with content) and increase (profitability). I expect those verbs are baked into most plans. But brands that make a difference in the lives of their customers often add a few unexpected verbs into their strategic planning and their actions. As the new year quickly approaches, I invite you and your team to consider a few of these:
The brand builders at Quicken Loans, the nation's largest online retail mortgage lender and the second largest retail home lender in the United States, have mindfully incorporated a powerful verb in its tagline: Engineered to Amaze.
The verb amaze is a driver in all of the company's brand touchpoints—from the short video clip of Quicken Loans' amazingly simple mortgage process on the home page to the text query ("AMAZE" to 26293) to the Zing! Blog where "Amazing Insights on Home, Money and Life" are offered to customers.
Breaking out of the maze of bureaucracy and painstaking processes that the mortgage industry is known for is what drives the leaders of Quicken Loans to create products and services that are amazingly useful to customers. Delighting its customers with a fast, efficient, friendly loan process distinguishes this brand and is part of the reason J.D. Power ranks Quicken Loans the "highest satisfaction in primary mortgage origination" for the last four years.
What do your customers find amazing about your brand? What new strategies might you adopt in the upcoming year to be even more amazingly useful to your customers?
Andrea Syverson is the founder and president of creative branding and merchandising consultancy IER Partners. For 20+ years, Andrea’s joy has been inspiring clients with innovative approaches to branding, product development and creative messaging. She’s the author of two books about brand building and creating customer-centric products that enhance brands: BrandAbout: A Seriously Playful Approach for Passionate Brand-Builders and Merchants and ThinkAbout: 77 Creative Prompts for Innovators. You may reach her at firstname.lastname@example.org.