Companies often try to differentiate themselves from the competition by running ads or developing clever slogans, but without authenticity these approaches do less for your brand than you might think, says TEC speaker Gair Maxwell. To become a “brand of distinction”, it’s important to dig deep to uncover the core ideas and values that make you or your company truly unique, and unapologetically communicate those values in everything you do. This kind of authentic branding is rare, and will help you stand out from the crowd.
In a recent visit with TEC Canada staff, Gair shared the common patterns and uncommon sense of branding successes and failures.
Check out the video below for his advice on how to align internal behaviour with branding efforts:
If you found this helpful, take a look at Quick Tips for CEOs: Gair Maxwell talks branding – Part 1 for more great branding advice.
Gair Maxwell is a renowned speaker, author, marketing consultant and co-founder of The Seamless Brand™, a marketing firm that helps companies sharpen their message and anchor their story. His highly-acclaimed book, NUTS, BOLTS AND A FEW LOOSE SCREWS provides the framework for his keynotes and seminars. A former broadcaster, Gair did more than 10,000 interviews and 30,000 broadcasts in a two-decade Radio and Television career. For more information, visit gairmaxwell.com.