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Fire Up Your Brand Mall! Tips for Creating A Brand That Lasts

Oct 14, 2024 | Brand Badassery

How do you set your brand on fire? Well, first of all, you got to start where you are. At Blaze Experts, we know the secret sauce to create a brand that doesn’t just stand out but stands the test of time. How, you might ask? Let’s talk about your brand mall.

Starting Where You Are

First things first, it’s essential to know your brand mall starting point. Think of giants like Disney, Apple, and Nike. These brands have nailed it, but guess what? They started somewhere too! Whether your brand is already strong with consistent messaging or you’re just beginning to expand your reach, there’s always room to grow and attract more of your dream customers. How do you do that? 

The Four A’s of Styling Your Brand

First, you have to know that every good brand has a logo, but not every logo has a good brand behind it, and there are 4 A’s of styling your brand.

  1. Awareness: This is how you put yourself out there, differentiating yourself and presenting that cohesive, consistent brand style we’re building. I prefer distinctiveness more than differentiation, but you get my drift. 
  2. Attract: You want that look and feel that personality that’s infused into your unique brand. It’s what attracts your rockstar clients to you!
  3. Awaken: Stir a sense of need and curiosity about what you have to offer. Supporting your style, sharing your expertise, and communicating your value awakens their desire to know you better. They become curious about what they can gain from working with you and want to find out more about supporting your mission. 
  4. Action: Your offer presented under your style umbrella is what eventually spurs action. Growing your outreach and generating support. Your brand style affects all of these parts to some degree. It helps establish your image, clarifies your vibe, piques your curiosity, attracting your people.

So what’s it for? Well… 

The Four I’s of Marketing

No one supports you because you have that cool logo. They support you because of how you communicate your message. Here are the Four I’s of marketing that your brand should aim to achieve: 

  1. Image: It casts a net, increasing your area of influence among your potential audience, referral network clients, and your competition. 
  2. Influence: It attracts or repels your audience and establishes your reputation from greeting to goodbye. 
  3. Impact: Your brand has impact affecting growing and ongoing opinions of you and your business. It happens through their experience, whether positive or negative during their customer journey. It enables you to increase your impact on the slice of the world affected by your mission.
  4. Income: Your brand impacts your income! Positive perception, interaction, opinion, feedback, and reviews, all build new and repeat supporters and recipients of your support, which is what we’re after!

Your brand’s image is the gateway to influence, which in turn impacts how much you can achieve and earn. It’s a cycle that begins with strong branding and ends with increased support and revenue.

It’s the ultimate win for the work we do!

The Brand Mall

And here it is! The Brand Mall Concept. Think of your brand as a mall. Malls need anchor stores to thrive, and your brand’s anchors are your mission, vision, and values. These foundational elements keep your brand stable and consistent. A mall without anchor stores isn’t exciting and will not stay open. You go into Sephora at JCPenney and you turn around and you leave. You don’t become a mall walker. But here’s the thing, we want mall walkers!  You need variety to keep people engaged and coming back.

You see, if you’re just listing your values on your website, it’s kind of boring. But if your whole brand, as essence, communicates that vision, mission, and values without specifically listing them that way, that’s how people align with it. Here’s  a quick breakdown of what your brand mall should look like:

  • Anchor Stores: Your mission, vision, and values are the big stores that draw people in.
  • Specialty Shops: Your unique offerings, like specialized products or services, give people reasons to explore further.
  • Food Court: This is your logo and visual identity – recognizable and essential, but not the only reason people stick around. It’s the most visible. It’s the one everybody knows. It’s the one everybody sees. 

Your brand’s communication is both visual and verbal, blending your essence, style, personality, voice, mood, tone, language, messaging, and tagline. This approach makes your brand memorable and distinctive. What does your brand do as part of your marketing? 

To learn more about the brand mall and its pillars check out the sneak preview of the Blaze Sales Masterclass below and download our brand mall PDF for free. Ready to turn your brand into a blazing success?

 

Download Your Brand Mall PDF

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