Engagement › Branding · 4 of 4
Brand Insistence
By RISE Business Framework · Created by Gary Harper and Brandon McCurdy · Reviewed
Brand insistence is when customers want your brand specifically and keep it top-of-mind when buying or recommending. In RISE, it is built through four drivers. Awareness makes you known, relevant differentiation makes you different, value makes you valuable, and emotional connection makes you loved.
How RISE does it
- Build recognition of your messaging and branding to drive customer loyalty.
- Remind customers often through social content, ad campaigns and memorable visuals.
- Give customers a place to share feedback and reach customer service.
- Brand insistence keeps you top-of-mind when customers buy or recommend.
Brand Insistence is one of four tools in Branding, part of the Engagement quadrant of the RISE Business Framework.
The RISE tool
Brand Insistence model
| Driver | Definition | Produces |
|---|---|---|
| Awareness | The degree to which people know that you exist. | Known |
| Relevant Differentiation | That which makes you different and stand out from your competitor. | Different |
| Value | The degree to which you deliver more than you ask. | Valuable |
| Emotional Connection | The degree to which you resonate with the consumer beyond want or need. | Loved |
“Achieving brand insistence isn't an overnight task. It's a journey demanding a consistent, deliberate approach.”Gary Harper
AI RISE Coach
Work through Brand Insistence with the AI RISE Coach
“Walk me through Brand Insistence in the RISE Business Framework and help me apply it to my business.”
Quick self-check
“We have a logo, brand guide, and consistent digital presence that keeps us top-of-mind with customers.”
Frequently asked questions
How do you build brand loyalty?
RISE works on four drivers: awareness, relevant differentiation, value and emotional connection. Stay in front of customers on several channels and give them easy ways to give feedback.
How long does it take to build brand insistence?
RISE gives no set timeline. It says brand insistence is not an overnight task and requires a consistent, deliberate approach.
The other tools in Branding
- Brand AuditScore your brand's visuals, messaging, team alignment and advertising to see where it stands today.
- Brand FeelingNarrow 48 words down to the one emotion your brand must evoke in every touchpoint.
- Brand GuideDocument your brand script, colors, typefaces and logo usage so everyone represents the brand the same way.
Related in another quadrant: Long-Term Vision
