BRAND your Business just like the BIG BOYS
When I was just being introduced to the world of branding, the facilitator of the program I attended gave a practical example that really stuck with me.
He said an advertising company conducted a survey after a major sporting event. This was an event that ran over a couple weeks so it wasn't a one-day gig.
Major sporting events of this
nature undoubtedly attract a lot of advertising with companies eagerly paying top dollar for key promotional spots.
At the end of the event hundreds of persons were asked to recall the major brands they remember being advertised.
The #1 Brand named was Coca-Cola. Guess what? Coca-Cola WAS NOT an advertiser at the event.
Coca-Cola established a brand identity that people automatically associated with particular events. This brand identity was so strong that Coca-Cola was immediately visible in the minds of the consumer even though they were not actually present.
THAT'S THE POWER OF BRANDING!!!
HOW ARE YOU DEFINING YOUR BRAND?
Brand Identity
Your Brand Identity speaks to the visual aspect of your brand. Your logo, colours, fonts,
imaging. What's the visual picture people will always associate with your company.
I emphasized on the word 'always' because your brand identity must remain consistent. Unless of course you decide on a strategic change. That's another blog for another time.
We're all familiar with Volkswagen. What immediately comes to mind when you hear their name? Has their Brand Identity (logo, colours, imaging) remained consistent over time?
Brand Strategy
Brand Strategy involves developing plans, both short term and long term, to uniquely position your company in the minds of your target audience. It works hand in hand with Brand Identity.
For your Brand Strategy to be successful you must:
- Know exactly who your target customer is
- Know what they want
- Understand the issues they face
- Havie solutions to their identified "problem"
When developing your strategy, product facts aren't the only thing you need to consider. A Harvard Business Review study stated that 64% of customers actively pursued relationships with companies based on their shared values. That's an important point there.
Ask yourself, how are you connecting with your target audience? Do they feel that your values and beliefs are aligned? Or do they think you're just interested in closing a sale?
WHAT ELSE SHOULD YOU CONSIDER?
Be Unique, Stand Out. What will your Brand offer that sets you apart from the competition. When you find the answer, don't keep it a secret. This must be strongly communicated in your Brand Identity and Brand Strategy.
A perfect example is Whole Foods Market, for those of you familiar with the store. What immediately comes to mind when you think of this brand? For me it's:
- Fresh Foods
- Quality Items
- Higher end prices
- Healthy Lifestyle
These are the things that set them apart from their competition and that they actively use to differentiate themselves, in my opinion.
What's the story behind the Company. The story behind your company should ALWAYS put your customer centre stage. Your customer is your reason for being and your goal is to make their life better, happier, easier, healthy, more productive, ... you get my point.
This story should play an integral role in your Brand Identity and Strategy as it sets the foundation for that deeper connection or bond that you want to form. The kind that leads to long term customers.
What's the story that immediately resonates with this Brand Identity? I think we'll all agree it's the story of Steve Jobs.
A story that no doubt inspires greatness in people. It's a story that you want to associate yourself with and just maybe if you have every product they ever produce, you might enjoy a bit of their success as well.
I'm just saying, but you get my point. There's power in the story you portray.
So, have you been correctly aligning your Brand?
Give me your thoughts on the article.
Do you share a different opinion?
Drop on in and let's discuss it.
Roberta
Recent Comments
34
Your brand analysis is spot on. I recall working on a trade show for McDonalds and their emphasis on every aspect of their brand and logo, the golden arches (specific colors, specific backgrounds, etc.) I ran into other examples while in the trade show business, also. We used to refer to marketing communications specialists as logo police.
That's funny Dave, "the logo police". But you're correct, larger organisations don't play around with their Brand Identity. It's something we must pattern as well.
Thanks for adding some value to the article.
I love it when you shift our interests to knowing that our customers are the reasons for our being in business and our goal is to make their lives better, happier, easier, healthy, more productive.
I also got it when you said 'Your Brand Identity speaks to the visual aspect of your brand. Your logo, colors, fonts, imaging'.
Now, the question 'What's the visual picture people will always associate with your company' as you asked matters a lot, and am already reflecting on that. this is an eye-opener. thanks a lot for sharing.
I'm glad so many of the points resonated with you. The point of the article was just that. To make us reflect on where we are at with our own branding.
Now it's to set a course of where we project to be and work towards.
Full Steam Ahead Godspower!!
You makes great point. This is a long process so some kind of strategy is needed. I have been using the same logo for a number of years in hope of recognition.
Thanks for chiming in Jim. If you're not getting the success you want from your logo maybe you can consider having a professional look at it and maybe spruce it up a bit to reflect changing times and maybe a changed perspective.
Over the years many brands have made amendments to their logo. Most of them never change it completely, but just little tweaks. Like Fonts, Pictures and and Background design.
KFC comes to mind when I think about how their branding has changed over the years but major elements remained the same like their colours, pic of colonel sanders for example.
Thanks for dropping in and sharing your views. Much appreciated.
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This is crucial regarding the while business we are trying to create. There is a reason why the "big boys and girls" do what they do with their logos and slogans, Just as you so strongly point out.
Everybody knows who´s behind "Just do it" and the golden arches of Mc Donalds is known to many.
And saying the word "hamburger" and I bet you that most people think of McDonald.
Think of your website as your brand. Everything you do "on" that website and its related social media channel impacts how people perceive your brand.
I hope I am aligning my own brands in line with what you write. That is my intention and what I have in the back of my head at all times.
Ask people in digital marketing what they think about when the concept of funnel marketing is mentioned. I bet you that CkickFunnels will pop up quite quickly.
Thank you for sharing, Roberta.
Roy
Thanks for sharing your views Roy. You gave some really good examples of the power of good branding.
While we are hard at working establishing good content we have to be equally as hard working when it comes to our brand. Time will tell regarding your efforts with aligning your brands but I'm sure you're on the right track.
I'm looking forward to your input in my future blogs Roy. Thanks for popping in.
You are welcome, Roberta. I will be back on your blog roll here on WA :-)
Roy
Glad to hear that :)