Brand like Disney!

I have always been fascinated with game changers — people, products, ideologies and innovations that make a difference. Such influencers have solid branding ingredients that easily align themselves with their target market. Disney is a perfect example of such a power brand, and in this column I will outline how you can brand like Disney.

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Creating a personal power brand is a journey that starts with the end in mind. Walt Disney had a vision and his 91-year-old company continues to exceed their own expectations. The Disney brand easily connects images, emotions and personal experiences in all of us. For me, just seeing the black mouse ears instigates an emotional rush of energy.

When I first began to examine power brands such as Disney, I wondered what could account for their success and longevity in the marketplace. After some analysis, I concluded that they had five characteristics in common. These are 1) reliability, 2) convenience, 3) value, 4) consistency and 5) customer service. I believe that these five branding commonalities can be learned and developed by all entrepreneurs. Indeed, you too can market and brand like Disney.

Are you reliable?
Can others depend on you for a positive outcome? In other words, can you be trusted? Do you deliver what you say you will deliver? Reliable entrepreneurs ensure they do this by having a big picture strategy along with systems in place to achieve their goals and a solid schedule to follow. Disney can be relied upon for an amazing experience. Can you be relied upon to deliver that same amazing service?

Are you convenient?
Are you and your business easily accessible and recognizable online and offline? Convenience to your prospects means Google knows you and can easily deliver your Linked In profile, blog and other business media social platforms when people search for you. It also means you bought and secured your own URL so that your target market can easily find you online.

Some travel experts still make house calls and focus on their communities in local meet-up and networking groups. Disney is obviously convenient in so many ways, whether it is in its theme parks, on its cruises, in its stores or in the movies. Disney is recognized online and offline around the world.

Are you valuable?
Disney has always been and will always be a worthwhile experience for me and my family. I like to say it is a great return on my investment. It’s not cheap. In fact, it’s the opposite, but I cannot find a competitor to replicate the Disney experience. With that said, I believe that travel entrepreneurs are highly specialized, experienced individuals who are confident enough to charge for such knowledge and can deliver great value. They are accredited professionals and always provide upfront and added value.

Are you consistent?
Consistency is the fourth branding commonality I found in all great power brands, including Disney. Brand Disney’s system is set up to provide the same product experience and quality in every location, with every staff member. Are you consistent in all that you do in your business or are you flying by the seat of your pants without purpose? Is your content online and offline congruent or does it deliver different messages?

Do you provide great customer service?
The fifth and final power branding commonality found at Disney and in all great power brands is customer service. Team Disney is always positive, happy and passionate about creating amazing experiences. Powerful personal brands are no different in that such individuals understand the importance of first impressions, such as smiling, firm handshakes, following through on their word, exceeding expectations, actively listening and making sure they thank everyone they meet for their time. Talk about making someone feel special!

Walt Disney was a great American businessman, creator, director and innovator. He was once quoted as saying, “If you can dream it, you can do it. Always remember that this whole thing started with a dream and a mouse!” Need I say more?