In The Brand Flip, Marty Neumeier looks at branding from a historical perspective and its evolution over time. He also covers some of the most important lessons he’s learned while working on some successful companies in his career, including Nike Air Jordan basketball shoes which Michael Jordon himself has worn!
The book is filled with great insights about what makes up an effective brand strategy. So you can take your company or personal identity to new heights without feeling overwhelmed. In addition, it will give concepts like ‘brand equity’ real meaning for those who are just getting started seeking success.
The author has also included case studies that are very helpful for those who are still building their brand. There’s even a chapter dedicated to what your company logo should look like and why you need one now more than ever!
To sum it up, The Brand Flip will give you an insight into how branding came to be, why it’s important, and where it might go in the future.
The following are nine lessons from The Brand Flip by Marty Neumeier book:
1. “Before you can build a brand…You have to know what a brand is.”
What is a Brand?
A brand is not just the name of the company or product but also how people perceive you. In his book, Neumeier defines a brand as a relationship expressed as value’. He further emphasizes that creating a brand is not about communicating; it’s about showing.
2. “A brand is not a slogan or an ad campaign, but the whole company behind it.”
Before Neumeier even starts exploring what makes up an effective brand strategy, he emphasizes that creating one is more than just your logo. Instead, the most important components that make up a brand are the company’s values, directions, and vision.
3. “A strong brand is like an invisible handshake (and) you never know when it’s working its magic on your behalf.”
No matter how effective a branding strategy maybe for a business or individual, there will always be times when no one can see it at work. This means that your brand is working successfully behind the scenes and that people are connecting to you in a personal way, no matter how memorable or unique that may be.
4. “In a brand-driven organization…every function of the business must become an element of the brand.”
The Culture of A Brand-Driven Company In a brand-driven company, nothing is left to chance when it comes to the mission and vision of the business. From customer support to marketing, every aspect will be considered a crucial element in how your company presents itself to the public. When everything works cohesively in a beneficial way for the brand, it will bring in more customers and have a better chance at long-term success.
5. “The Brand Flip is the final phase of the business revolution.”
How The Branding Business Revolution Changed Brands For Good During the ’80s and ’90s, corporations became bigger and bolder with their branding strategies. But this also meant that they were losing focus on the needs of their customers. Neumeier argues that corporations should always consider how they can do branding better because everyone can take advantage of plenty of opportunities in today’s open marketplace.
6. “Logos are not brand names… they’re signposts, connecting consumers with the richness within.”
Why Your Company Logo Matters The author encourages readers not to look at their company logo as just an element of branding that needs to be updated now and then. He states that you should treat your company logo like a trophy-a symbol of the hard work you’ve done over the years to keep customers coming back time after time, no matter how far you’ve come.
7. “The more your brand is desired, the less you must defend it.”
How To Preserve Your Brand Without Selling It Out There are times when branding can make or break a company because there are always people who want to take advantage of something unique and fresh to benefit themselves. Neumeier believes that the best way to maintain your brand is by establishing a strict set of guidelines and never selling out.
8. “In a shallow market, you can’t package, position, or promote yourself into greatness.”
The Flawed Nature of Shallow Marketplaces In today’s marketplace, Neumeier argues that we’re working against a system that favours corporations with better branding strategies over those with better products and services to offer. In other words, it’s more important to establish an identity as a company rather than convince customers why your product is superior to the rest.
9. The brand-driven Business: “In this model, brand drives everything.”
How To Build A Brand-Driven Business To build a brand-driven business, Neumeier suggests giving customers unlimited choices with the main objective of making them happy. This means that you should be doing everything possible to keep your clientele loyal instead of nurturing relationships with new ones based on overpriced services or products.
Conclusion: The Brand Flip by Marty Neumeier
Marty Neumeier’s book, The Brand Flip, is a must-read for any brand owner because it offers nine lessons invaluable to anyone who has anything to do with branding. One of the most important takeaways from this book is that your company’s culture will impact how you market your product or service.
If you want your customers to be happy and loyal, then make sure they’re getting what they need from their experience with your company – not just from the products themselves. So get started today by reading these nine insights into good branding strategies and putting them into practice to grow a successful business!