A brand is a name of a product or business that seeks to differentiate itself from its competitors based upon its uniqueness. It often is associated with a logo, tagline, color and graphic elements, but it is much more than that.
It is the customer experience associated with the brand, and it is the value gained by associating with the brand. That value can be both actual and perceived. This can be helped by advertising and the media—you create associations and expectations based upon the brand. The brand delivers on those expectations and therefore becomes memorable and recognizable.
Why has branding become so important?
We all have developed trust issues. And this is because of the disappointment level. We go out into the world to spend our hard earned money and the only consistency we get is disappointment.
We’ve become resistant to advertising messages because of our disappointment. So, branding is another way of conveying a value system and a set of promises behind it. The experience must be defined and therefore expected. And the experience must be consistent. When you were a child, you went to Howard Johnsons—not for the great cuisine or dining experience—but because when you stopped your road trip, and were weary and exhausted, you could look forward to getting a consistent meal. It would be exactly what you envisioned.
How is branding a business different from branding a product?
In many respects it isn’t. The values behind both the product and the business are an essential part of the brand. While the Nike shoe is the product—it is their commitment to making technologically advanced shoe products that you are really buying.
What is the first thing you do when starting to brand a company or product?
You’ll need to find the essence or core of the business—and that involves finding out what they want to stand for. Then it is a matter of defining values and figuring out how you will convey those values out in the world.
Branding is ultimately about the customer experience. Let’s look at a few.
Let’s look at Ron Popeil’s Ronco Company. What is he saying? He’s saying: Come on live a little; have some fun with gadgets. And he gets that customer to be engaged—to buy into the experience as well as buy the product. His Showtime Rotisserie—Set it and Forget it. Set it and…what? And the audience roars…forget it!!!
This is a far different experience than the sophistication and culinary seriousness of say, a William and Sonoma or a Sur La Table. They are saying, You can’t possibly attempt to do this properly without this stainless steel masterpiece. And you believe it because the outcome matters to you—it is your boss or mother in law coming for a sit down dinner party or Thanksgiving.
So, you think what is the outcome I want them to have? (with my product or service) and you deliver on that in everything you say or do—your newsletter, your catalog.
Are we serious or are we fun? If you are BMW and branding yourself as the Ultimate Driving Machine…you better have some sophisticated experientials to back that up—the showroom, the brochures, the ads…as well as a smooth driving performance vehicle. Or the first time I pull out in front of a truck on I-95 and I barely beat it—I’m going to be more than disappointed, I’m going to be returning it to the showroom.
So, it’s the name and the look that creates the brand?
The name solidifies the brand in the minds of the creators, and ultimately the public, if they are let in on the secret as to what the name represents. The look reinforces and stands for the brand in the way that a symbol on signage stands for the message behind the symbol.
The brand delivers on expectations you have created and therefore becomes memorable and recognizable when you deliver on those expectations.
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Want to know more about branding your firm? Leslie McKerns of McKerns Development’s site can show you more, with tips, articles and samples. Visit www.freewebs.com/mckernsdevelopment
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