Discover 5 Secrets To Brand Success From A Former Disney Marketing Exec
Creating a successful brand is top of mind for business owners and entrepreneurs everywhere. Where can you look for inspiration on how to build a successful brand? Disney’s always been at the top of my list, and here’s why - - -
After spending over 15 years working as a marketing exec for Disney, and helping launch multi-million dollar franchises from Disney, Pixar, Marvel and more, there are a few key strategies I’ve seen firsthand that are essential key ingredients for any successful brand.
1 - A successful brand lives up to the expectations of their audience.
To be successful, you need to discover and deliver what your audience wants. You can also anticipate what they’re going to want and deliver it, creating happy customers who remain brand loyal because you’ve over-delivered on expectations.
Disney has many audiences for the variety of products, merchandise and experiences they offer. But for every single one, they listen to their audience and deliver on what their customers love most about them - - - for Disney: family entertainment, immersive stories and worlds, beloved characters, and experiences that bring joy and happiness.
In order to do this for your brand:
Define your audience and know exactly who you’re talking to
Build a brand perception for what you want to be known for so you can easily deliver on your promises
Pay attention to what your audience is loving, engaging with, and buying so you can go all-in on those things as you grow
2 - A successful brand consistently delivers on their brand values.
A brand’s values include what they believe in and it guides their behavior, messaging, marketing, growth and offers. Often, consumers will bond with a brand because they have shared values.
Disney has many core values but a few include innovation, imagination, creating happy memories, and magic.
In order to do this for your brand:
Brainstorm a list of things you want your brand to stand for
Begin your brainstorm with the phrase “I/We believe…” and fill in the blank
Ultimately, you don’t want too many that you’ll never remember them, let alone implement them - - - you want your values to be completely authentic so they come like second-nature for your brand and they align with those people who believe would be your best fit clients and customers.
3 - A successful brand creates emotional connections with their audience by sharing compelling stories and immersing them in unforgettable experiences.
When you make your audience feel something, you’ve created an appealing hook to draw them in. Then, it’s up to you to deliver! You don’t have to be Disney with the latest movie or theme park ride in order to draw your audience in. Creating an emotional connection with your audience is what you’re aiming for, and no matter if you’re a huge global brand or a solopreneur just starting your business, you can create a compelling experience for your audience.
In order to do this for your brand:
Start here: what do you want your audience to FEEL every time they interact with your brand?
4 - A successful brand has MASSIVE brand clarity: in other words, they know exactly what they stand for, and how their offerings align with their mission, vision & values, always keeping their audience and positioning top of mind.
I can remember almost every marketing kickoff meeting I had at Disney when we’d discuss an upcoming film we were going to market and launch. It started with our market research department sharing about the film itself, and what consumer insights they had gathered in terms of what we know audiences will love, and what could present a challenge. We then discussed in detail who we’re targeting, and how we’d specifically position the film to reach them.
In other words, with every new movie release we checked in so everyone was clear on our target audience, how we would (and would not - very important!) position the film, and what was already resonating with audiences that we could build from.
In order to do this for your brand:
Develop your entire brand strategy foundation from top to bottom.
Be able to clearly state who you are, what you do, how you’re different, who you serve, and the benefits and solutions they’re seeking that you can deliver.
Map out your mission, vision, values, messaging, voice and visuals to implement consistently so your brand is recognizable.
Building and refining your brand strategy is what I do all day everyday for my clients and students. If you’re looking to develop your brand strategy and messaging foundation, book a brand clarity call with me and let’s chat about your brand!
5 - A successful brand remains “on-brand” even as they expand.
Successful brands don’t have shiny object syndrome. They’ve established a brand strategy so it guides their every decision and gives them a roadmap for growth.
Disney has expanded exponentially over the years and they always ensure they stay on brand, in order to safeguard what’s special and unique about their brand - - - aka what their audience loves most about Disney.
In order to do this for your brand:
If you’re considering a new revenue stream, a new offer, or charting a new course for your business, always ask yourself if it serves your day to day mission (which is all about your audience’s wants and needs), and if it aligns with your bigger vision. If it doesn’t, don’t do it. If it does, you’re on the right track for on-brand expansion
Here’s to successful brand building! If you’re working to create your brand strategy, you might find this blog article helpful >>> Mission Statement vs Vision Statement: What's the Difference?