The Coolest Brands: 18 Ways to Make Your Brand Cool

Everyone wants it. Few attain it. Therefore we've asked some of the nation's leading branding consultants, brand agencies and entrepreneurs to share their tips on how your small...

13. Ask for opinions.

Learn how to get out of your own way.  Branding can be daunting because it represents who we are and how we want our message conveyed to the rest of the world.  This is why we often second-guess our decisions when creating a brand…so ask!  Pick 5-10 people who are in your target market for that brand and ask their opinion.  You will find that there are commonalities amongst them that will help make the creative process easier for you.

Laurel J. Kaufman, J.D., M.B.A., Founder at Elevate My Brand: @laurelkaufman

14. Make it special.

If you want a cool and sought after brand, consider the rarity rule.  Everybody wants what nobody has.  Consider offering an invite-only product to attract the influencers, thought leaders, and trendsetters. Get them using it first.  It is also not a bad thing to sell out of your product as it creates the impression of popularity and desirability.

Jeff Finley, Partner at Go Media: @Jeff_Finley

15. Know your competition.

Know your competition from a deep-down, hyper-analytical and entirely objective stance. Know what they say, how they say it, why they say it and what measure of their message an audience retains. Nothing is more detrimental to a brand’s relevance than misguided and presumptive assertions about its competition.

Sasha Strauss, Managing Director at Innovation Protocol: @InnovationProto

16. Get a niche.

Have a brand that’s focused on a specific market instead of a mainstream audience. If you zero in on a niche audience, it will save you time, money and you will be able to appeal to them more. For instance, you can target a specific geography, demographic or even a psychographic to narrow down your audience. By doing this, you will be able to significantly increase your visibility, which will eventually allow you to break into other markets.

Dan Schawbel, Founder at Millenial Branding: @DanSchawbel

17. Be conscious of your effect.

At the heart of your brand is a compelling idea: your success factor. This is what others naturally come to you for.  Discover what this is and you then satisfy the second element – that of authenticity, and authenticity gives you credibility. The third element is consistency – consistently deliver this compelling idea to build trust.  Last but not least is getting this well known across your target markets and brand touch points – online, offline and in person.  All of this allows you to consciously cause the effects you want to see in business and all of life, effortlessly.

Louise Mowbray, Owner at Mowbray by Design: @LouiseMowbray

18. Have a clear message.

Take the time to discover what makes you so unique. Then, see if you’re doing a good job communicating that to others. Is your message unclear? Listen to how others introduce you to their close contacts.  What they say is their perception of you. Perception is reality.  If they leave it to you to explain who you are and what you do, then they’re so confused or really have no idea of what makes you unique.  Do the work and connect the dots so who you are is clear and focused.

Maria Elena Duron, CEO at buzz2bucks: @MariaDuron

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