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their brand vision, and designing and
delivering extraordinary customer
experiences that differentiate their brand and
bond people to it. That is the main idea I want
to get across. There is a big difference
between branding and brand-building.
How do you help companies build their
brand?
DLY: I take a very customized approach
depending on my clients’ needs and the
desired outcomes. The first step is to really
identify what problem we are solving. Clients
will often come to me with a specific question
or specific problem but as I start digging
around I realize that’s not really the issue they
have. There is a whole needs and discovery
process, there is a diagnostic evaluation of
their brand to really determine how their
brand is performing, where the gaps are and
what really needs to be addressed.
What are some common weaknesses you
see in companies with brands that are
struggling?
DLY: Some of the most common areas of
weakness I see are a company’s failure to
engage, motivate, align, and inspire their
employees. So companies need to make sure
that their employees all share one common
understanding of the brand and how each of
them interprets and reinforces that in their
daily decision making and behaviors. Without
that level of engagement brands will never be
able to inspire their customers.
How would you define what makes a brand
great?
DLY: If you were to use criteria that separates
good brands from the great ones it would
certainly include higher profitability, lower
operating costs, and true customer and
employee loyalty. For example, take a brand
like Apple. There are a lot of reasons it is
great, but it’s not simply their superior
technology—that obviously plays a part, but
Apple’s success comes from the emotional
connection it makes with its customers. Being
an Apple customer says something about the
customer and how the customer feels about
themselves.
Why do you believe building stronger
brands is important?
“A strong brand enables a company to operate
with integrity and excellence and deliver real
value to customers.”
DLY: I believe in the power of business as a
force for positive change in the world. I
believe it’s business people – not politicians or
celebrities – who can make the most
difference in this world. Whether you’re a
large enterprise or a small company you can
really make an impact. Whether you’re
offering financing to under-resourced
communities, helping people connect through
technology with others around the world, or
even just serving a really good burger, you
can make someone’s life better – maybe even
change their life altogether. So brands really
have the power to change the world.