For Jeremy Miller, branding is deeply personal. When he joined his family IT staffing business, he found the company in distress. The industry was changing all around them and he and his team had to make changes or close the doors. After trial and error, Jeremy realized that it wasn’t the sales team or processes that were no longer working, it was their brand.
What is Sticky Branding?
You’ve heard it before on the show from other guests … your brand is not a logo or some tagline. Your brand is the personality of your company from the way you treat your customers to the quality of your products and services. It’s your employees and the way you handle yourself in the community. It’s so much more than an image and words.
Sticky Branding is a philosophy and ambition for a business. There are remarkable brands in every industry–not just the obvious ones like Nike, Apple, and Starbucks. When your customers think of you first, when they refer you first, when they choose you first, and they come back again and again; that relationship is what makes your brand stick.
It’s about having better relationships with your customers that create a competitive advantage for your business.
12.5 Branding Principles
Jeremy has interviewed thousands of CEOs and business owners and profiled hundreds of companies across dozens of sectors to find out what it takes to create a sticky brand. He has discovered these principles that all of the best brands have in common and broken them down into four logical sections.
Position to win
Principle 1: Simple Clarity
Principle 2: Tilt the Odds
Principle 3: Function That Resonates
Principle 4: Engage the Eye
Principle 5: Total Customer Experience
Principle 6: “That’s Interesting. Tell Me More.”
Punch Outside Your Weight Class
Principle 7: First Call Advantage
Principle 8: Be Everywhere
Principle 9: Pick Your Priorities
Over Commit, Over Deliver
Principle 10: Branding from the Inside Out
Principle 11: Proud to Serve
Principle 12: Big Goals and Bold Action
What about Principle 12.5? I have to admit the first thing I did when I got Jeremy’s book was to see what that .5 principle was. I’m going to make you do that too. Yeah, I know–what a tease!
Sticky Branding: 12.5 Principles to Stand Out, Attract Customers & Grow an Incredible Brand,
was written as a branding playbook to allow companies to go through the steps of building a brand.
This book is a guide to growing your brand. It provides the concepts, processes, and questions you need to analyze your business and take the necessary steps to grow a Sticky Brand.
This book is action oriented. You can focus on the sections where you need the most work, or go through each principle step-by-step.
Quick Advice Questions
Q: What one piece of advice would you give to every busy marketer?
A: Focus in on the relationship. An audience will plateau, but a community is boundaryless. What makes a community great is the relationships.
Q: What is your favorite time-saving tool that you wouldn’t want to live without?
A: Google Apps for Work
Q: What book would you recommend every busy marketer read today?
A: The Lean Startup: How Today’s Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses
About Jeremy Miller
Jeremy Miller is a brand builder, keynote speaker, and the president of Sticky Branding — a brand building agency.
When not consulting, blogging, or attending one of his many regular speaking engagements, Jeremy writes books. His latest, a branding playbook for small- and mid-sized companies is called Sticky Branding: 12.5 Principles to Stand Out, Attract Customers and Grow an Incredible Brand. It is a Globe and Mail Bestseller, and it even beat Oprah (at least for one week.)
Connect with Jeremy
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