What Great Brands Do by Denise Lee Yohn

Last updated: Aug 7, 2023

Summary of What Great Brands Do by Denise Lee Yohn

What Great Brands Do by Denise Lee Yohn is a comprehensive guide that explores the strategies and principles behind building successful and enduring brands. The book emphasizes the importance of creating a strong brand identity and consistently delivering on brand promises to build customer loyalty and drive business growth.

Yohn begins by debunking common misconceptions about branding, such as the belief that branding is solely about logos and advertising. She argues that a brand is much more than just a logo or a tagline – it is the sum total of a company's reputation, culture, and customer experience.

The author introduces the concept of brand-as-business management, which involves aligning all aspects of a company's operations with its brand identity. This includes everything from product development and customer service to employee training and corporate culture. Yohn emphasizes that a brand should be integrated into every aspect of a company's operations to create a consistent and compelling customer experience.

Yohn identifies seven key brand-building principles that great brands follow:

Great brands start inside. Yohn argues that a strong brand begins with a clear and compelling brand purpose and values that are embraced by employees. By aligning the internal culture with the brand, companies can create a powerful and authentic brand experience.
Great brands avoid selling products. Instead of focusing solely on product features and benefits, great brands focus on creating emotional connections with customers. They understand that customers buy into a brand's story and values, not just its products.
Great brands ignore trends. Yohn advises against chasing the latest fads and instead encourages brands to stay true to their core identity. By staying consistent and authentic, brands can build trust and loyalty with customers.
Great brands don't chase customers. Yohn argues that great brands don't try to appeal to everyone. Instead, they focus on understanding their target audience and creating a brand experience that resonates with their specific needs and desires.
Great brands sweat the small stuff. Yohn emphasizes the importance of paying attention to every detail of the customer experience. From packaging to customer service, every touchpoint should reflect the brand's values and create a positive impression.
Great brands never have to "give back." Yohn challenges the notion that brands need to engage in corporate social responsibility as a way to compensate for negative actions. Instead, she argues that great brands should always act responsibly and ethically, making it unnecessary to "give back" in the first place.
Great brands commit and stay committed. Yohn stresses the importance of long-term commitment to a brand's core values and purpose. Great brands don't waver or change their identity based on short-term trends or pressures.

Throughout the book, Yohn provides numerous examples and case studies of successful brands that exemplify these principles. She also offers practical advice and actionable steps for implementing these strategies in any organization.

In conclusion, What Great Brands Do is a comprehensive and insightful guide to building successful brands. Yohn's emphasis on the importance of aligning all aspects of a company's operations with its brand identity provides a valuable framework for creating a strong and enduring brand.

1. Branding is not just about logos and slogans

In her book, Denise Lee Yohn emphasizes that branding goes beyond visual elements like logos and slogans. She argues that a brand is the sum total of a customer's experiences and perceptions of a company. It encompasses everything from the product or service itself to the customer service, marketing communications, and even the company culture. Yohn suggests that companies should focus on creating a strong brand identity that is consistent across all touchpoints, ensuring that every interaction with the brand reinforces its core values and promises.

This insight is actionable because it encourages companies to take a holistic approach to branding. By considering every aspect of the customer experience, companies can create a more cohesive and impactful brand. This means investing in areas like employee training, customer service, and product quality, rather than solely focusing on visual branding elements.

2. Brands should be built from the inside out

Yohn argues that a strong brand starts from within the company. She suggests that companies should define their core values and purpose and ensure that these are deeply ingrained in the company culture. By aligning the internal culture with the brand identity, companies can create a more authentic and consistent brand experience for customers.

This insight is profound because it highlights the importance of internal branding. When employees understand and embody the brand values, they become brand ambassadors who can deliver a consistent brand experience to customers. This requires companies to invest in internal communication, training, and employee engagement initiatives to ensure that the brand is lived and breathed by everyone in the organization.

3. Brands should focus on emotional connections

Yohn argues that great brands go beyond functional benefits and create emotional connections with their customers. She suggests that companies should strive to evoke positive emotions and create memorable experiences that resonate with customers on a deeper level. By tapping into customers' emotions, brands can build stronger loyalty and advocacy.

This insight is original because it challenges the traditional marketing approach that focuses on rational benefits. By understanding and addressing customers' emotional needs, companies can differentiate themselves and create a more meaningful brand experience. This requires companies to invest in market research and customer insights to understand the emotional drivers behind their customers' behavior.

4. Consistency is key to building a strong brand

Yohn emphasizes the importance of consistency in building a strong brand. She argues that brands should deliver a consistent experience across all touchpoints, from advertising to customer service. Consistency builds trust and helps customers develop a clear understanding of what the brand stands for.

This insight is actionable because it highlights the need for companies to align their brand messaging and experiences across different channels. This requires companies to develop brand guidelines and ensure that all employees and external partners understand and adhere to them. Consistency also requires ongoing monitoring and evaluation to ensure that the brand experience remains consistent over time.

5. Brands should focus on creating a unique and differentiated position

Yohn suggests that great brands stand out by creating a unique and differentiated position in the market. She argues that companies should identify their unique value proposition and communicate it clearly to customers. By offering something different from competitors, brands can attract and retain customers.

This insight is profound because it challenges companies to think beyond product features and price. By focusing on what sets them apart, companies can create a more compelling brand story and attract customers who resonate with their unique offering. This requires companies to invest in market research and competitive analysis to identify gaps in the market and develop a differentiated positioning strategy.

6. Brands should prioritize customer experience

Yohn argues that great brands prioritize the customer experience above all else. She suggests that companies should invest in understanding their customers' needs and preferences and design their products, services, and interactions accordingly. By delivering a superior customer experience, brands can build loyalty and advocacy.

This insight is actionable because it encourages companies to put the customer at the center of their decision-making process. This requires companies to invest in customer research, journey mapping, and continuous improvement initiatives to ensure that every interaction with the brand exceeds customer expectations. It also requires a customer-centric culture that empowers employees to go above and beyond for customers.

7. Brands should be authentic and transparent

Yohn emphasizes the importance of authenticity and transparency in building a strong brand. She argues that brands should be true to their values and promises and communicate openly and honestly with customers. By being authentic and transparent, brands can build trust and credibility.

This insight is original because it challenges companies to be genuine and open in their communications. It requires companies to be honest about their strengths and weaknesses and to admit and rectify mistakes when they occur. This authenticity builds a stronger connection with customers and fosters long-term loyalty.

8. Brands should evolve and adapt to stay relevant

Yohn suggests that great brands are not static but evolve and adapt to stay relevant in a changing market. She argues that brands should continuously monitor market trends, customer preferences, and competitive landscape and make necessary adjustments to their brand strategy and offerings.

This insight is actionable because it highlights the need for companies to be agile and responsive to changes in the market. It requires companies to invest in market research, trend analysis, and innovation to stay ahead of the competition. It also requires a willingness to take risks and embrace change to ensure that the brand remains relevant and resonates with customers over time.