Branding – back on the range in the Old West a rancher would take a hot iron and sizzle a unique symbol on the flank of a calf, branding it as his animal. Cattle branding was a basic system used to tell your steer or cow from the other rancher’s steer or cow. Why do you think rustlers would sneak in and change brands? The actual ownership was as valuable or more valuable that the cow itself. That’s where the idea of a brand originated.
The Power Of A Name
A recognizable name is an identity. It doesn’t matter if it’s Starbucks or Coca-Cola, the name stakes out a territory and differentiates it from all the rest. When you were born, the hospital asked your parents to give you a name before you left the hospital. You were named or “branded” so they could tell you apart from all the other babies. You became unique.
A brand that does not differentiate from similar brands is really no brand at all. Make the name of the product, service, training program, marketing concept, sandwich … whatever it is – unique. Unless you want it to be perceived as generic and indistinguishable, make the name memorable, appealing and unforgettable.
What’s In A Name?
Well, you want to become a household name, right? You want to be like all those superstars who are so recognizable that all they need is one name – Madonna, Sting, Cher, Elvis, Britney. To do that takes an instant association with what you are. It’s like, “When I say Porsche you think car.” Okay, there are lots of other words that help define “car,” but you get the idea. This instant association is the basis of branding and it’s a blessing and a curse.
To have a successful brand you have to build the instant association. To change your brand image or rebrand you need to change the association to a different word. Originally Coca-Cola was associated with “drink.” Then they added some modifiers like “soft” and “cold.” This rocked for decades until the competition increased and staked their claim to “drink,” “soft” and “cold.” The brand image blurred as Pepsi, Dr Pepper and Cheerwine put their images in the consumer’s face.
The Coca-Cola Company didn’t make it a new story, they just changed the association. The new one became “refreshment.” The modifiers created the image that said, wherever people live, work and play, Coca-Cola is the first choice for refreshment.
Please Pass The Modifiers
Remember the basic association is only the foundation and not the brand itself. You want to make sure your target audience makes the right connection. Now we get to the good stuff. Again, there is good news and bad news.
Many of what were once powerful modifiers are now valueless terms. Quality … a great promise that means very little any more. What company would claim they offer rotten quality? Value … what company would proclaim they are a rip-off. Service … aw, you get the idea.
Simmons Bedding sold millions of Beautyrest® mattresses based on “comfort” and “support.” Now those terms are clichés. Today they define their mattresses using modifiers like “safe”, “restful experience” and “a more natural sleep solution.”
Don’t Spill Them!
But here’s where it’s easy to stumble and spill all those great modifiers. For them to work they have to be everywhere, consistently. Think about Volvo. What’s their modifier? Safety. Do you ever remember seeing or hearing any Volvo marketing that didn’t include “safety”? Once you have established the key association for whatever you are offering and the best adjectives or modifiers to make it unique and distinctive, then you know what to market.
Let’s go back to The Coca-Cola Company. They have a clear association and laid claim to “refreshment.” Job done? No, job begun. They surround the modifier with images that expand the association, from the cool drop of moisture that slowly drips down the side of an ice-cold bottle … to the exact size and shape of the bottle itself. Every image expands the brand. So, who do you want to be?
Let’s play a little game. What business is Gillette razors in? Razors and blades? No, they’re in the smooth skin business. What business is Snapper Lawnmowers in? They’re in the short grass business. See how this works? You can’t brand or market the mundane. Decide what business you are in and add that to the brand palette.
Market The Modifiers
BMW is known for making a quality car. But “quality” doesn’t count anymore. Their cars are luxurious, but Mercedes has dibs on luxury. They make sporty, high-performance cars but Porsche defines its cars in those terms. So, BMW tossed them all out and defined their business in an entirely new way. The ultimate driving machine.
The common association of “car” becomes machine. The emphasis is on the experience, the action of using the product – driving. And the modifier, the adjective that describes the uniqueness that sets it apart from all the rest – ultimate.
When it all comes together, it is a beautiful thing. The flip side of all this brand beauty is that the buyer, consumer, client … the most important person has to accept, agree and buy your brand description. What do you suppose would happen if BMW ever stops delivering an “ultimate driving machine”?
Live The Promise Or Die
You have to live up to your brand promise or die … plain and simple. In 2002 UPS researched their brand perceptions with both internal and external groups. The goal was to learn what people think of the company and how they “see” the organization and what it does. The results showed that perceptions about UPS were lagging behind how the organization viewed itself. People thought of UPS as reliable, stable, trustworthy, friendly and conscientious. They were like the Boy Scouts.
But the same people also perceived UPS as not innovative, conservative, complacent and slow to respond to change. UPS delivered packages and that’s what the brand meant. The UPS brand was actually lagging behind the company’s capabilities. So UPS had to clarify their business. They had to remind the world of all the things they were already doing. They did it from the customer’s point of view. “What can Brown do for you?” It was a giant endeavor, the largest campaign in UPS history that was designed to demonstrate how UPS could make life easier for professionals from the mailroom to the boardroom. That was step one. Since then their challenge has been to never get caught in “brand lag” again.
The moral: Never let the reality of your customer perceptions of your brand to get out of sync with your brand promise.
Instant Create Your Own Brand Recipe
Okay, this is really the summary. I just branded it.
Who Are You?
Like the caterpillar in Alice in Wonderland, who are you and what will the public associate with your brand? Make it clear and an easy association. Then add modifiers to make it unique and distinctive. Adjectives and verbs are your best friends, and they help you define a brand promise you can live with and people will buy.
Beware of Brand Lag
It doesn’t matter who you think you are, all that matters is what your most important people perceive. Your brand is far more than a logo, marketing and a promise. It’s the sum total of what you deliver to your customers and how much they value and appreciate it. When in doubt, ask. This will save you millions of dollars. Please feel free to send me 10% of the money this saves you.
Everything Matters
Your company's actions, images, services and execution are all parts of your brand. An employee earning $8.00 per hour who doesn’t "get it" can instantly flush away literally millions of dollars of marketing and years of goodwill. Always deliver, every time.
Always be Different
People buy the differences – so be different. You really don’t want to look, sound, taste, drive or deliver anything that might be confused with your competitor. Did you ever wonder why Pepsi doesn’t really market its hero product as Pepsi Cola anymore? Well, if your main competition has the word “cola” as 50% of their brand name, what would you do?
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Andy Johnston is an multi-faceted communication professional with deep experience from strategic planning, to messaging, to marketing, to media, to events, to training, to creative direction … and there are several other ”to’s.” Andy is known for his energy, creativity and his unique ability to discover the key results that must be generated – and then to develop ingenious ways to engage and motivate audiences. Positive business results are the objective. He believes that one of the most important results is an enjoyable experience for everyone involved. Andy is a principal partner at Think! Consulting Group and The Idea Group.
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