The UK recently announced it’s Top 10 Superbrands:
1. Microsoft
2. Coca-Cole
3. Google
4. BBC
5. BP
6. British Airways
7. Lego
8. Guinness
9. Mercedes-Benz
10. Cadbury
I’m sure you are aware of all or at least most of these companies and of most or some of their products. You probably even have or use some yourself. But what is a superbrand, what makes a superbrand? Perhaps more importantly, could you be a ‘superbrand’?
A superbrand isn’t simply being well known, neither is it necessarily having world class products or services. If it’s not about simple fame or notoriety or product then perhaps it is possible to develop your own superbrand.
Brands become superbrands when the following criteria are met:
1. Clarity – people understand what it is they do or stand for
2. Consistency – they demonstrate an unnerving level of consistency in everything they do
3. Leadership – they display leadership in a field or area, perhaps R&D or thought leadership or even as role models
Clarity, consistency and leadership – all attainable by anyone. What if you could develop yourself as a ‘superbrand’ among your colleagues? Amongst your competitors? What could you achieve if you were a ‘superbrand’?
In the coming post we will look at what you can do in each of the three keys areas required to develop yourself as a superbrand.
