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Branding and Brand Strategy for Growing Companies

Branding and Brand Strategy for Growing Companies

Branding for Restless Companies and Driven Entrepreneurs

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Rising above the noise with David Brier

3 Secrets to Launching a Brand Revolution

Reading Time: 3 minutes

Exceptional Portfolio logo

“The purpose of life… is to be useful, to be honorable, to be compassionate, to have it make some difference that you have lived and lived well.” Ralph Waldo Emerson

Launching a brand is not for those with thin skin.

It takes courage, intelligence, and foresight.

It’s (almost) not about your brand.

Instead, it’s more about what you stand for. Passionately.

It’s equally about what you oppose. Boldly.

Creating a Brand Revolution

Factually, it comes down to three basic secrets all rebels know and will gladly share if you’re ever perceptive enough to ask the questions.

Here’s what I’ve seen amongst those brands that succeed and mold the future.

1. Stand for something bigger than yourself

Perfect example: Martin Luther King Jr. He never talked about being victimized. Instead, he spoke about the rights of men beyond their color. He spoke about freedom. And about having a dream, not merely holding onto a small flicker of hope.

2. Define your enemy.

Steve Jobs did this brilliantly. The enemy was the glut of “beige boxes” built around the technology instead of the user and their experience.

3. Don’t be about dreams. Be about achievement.

Nike established this standard with its now-famous “Just do it” tagline and brand position.

It threw any excuses out of the window and gave each of us the reason (and the power) to excel.

Taking a Stand

So when an investment company came to me to brand their new online investment service, I was thrilled.

I had a clean slate to define a new standard of online investing.

It started with the name, a name that would define who they were and who they served. A name distinct from the Goliaths in this industry: Exceptional Portfolio.

Once established, the slogan aligned with the point of distinction: “more balance. less work.” More balance in life as well as financially. And less work equates to more convenience.

Exceptional Portfolio window

Boldly Telling Your Story

Then, it was defining their message in a video, a video that would use the above three secrets to clearly draw a line between them and the big financial institutions that thought their offering was about the technology instead of the people they helped.

On our Vimeo Channel, we introduced the video with this:

In the face of the existing giants, a “startup” decided to take on the online personal investment Goliaths using brains over brawn, nimbleness over bureaucracy and heart over greed. 

The management team that formed this “startup” combines 100 years of portfolio management and technology industry experience. Together, they have been managing portfolios for individuals and families as well as some of the largest US institutions for the last 14 years. 

Thus, the Exceptional Portfolio brand was born, providing today’s solution to serve the rest of us and our investment needs with a unique balance of human intelligence, care, and experience over a push-button solution that thinks an algorithm can understand each individual’s unique needs.

It’s not about artificial intelligence. Instead, it’s about authentic knowledge.

This video tells that tale.

Look at the three secrets above and see how they have been organically incorporated into the video message below. It’s all there.

There is also a longer version of the video, which you can see here.

Use these three secrets of 1) standing for something bigger than yourself, 2) defining your enemy, and 3) not being about your dreams but being about achievement to do more than just following the herd.

By using these, you can instead lead them to a new standard that inspires change and stirs things up.

Exceptional Portfolio logo

Related articles:

The Lucky Break J.C. Penney Needed (and How Your Brand Can Benefit from Its Mistakes)

The Marketing Lesson 19,084 Businesses Learned This Past Weekend

From Idea to $100 Million Company in 6 Years: The CEO Behind It

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For over 30 years, David Brier has worked with large and small companies and startups that refuse to blend in and want — not only a brand that has something to say but — a brand that demands to be heard: to defy gravity and rise above the noise. Read More…

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