Big branding ideas for any product, any category
What is a brand? The American Marketing Association defines it thus: “A name, term, design, symbol or any other feature that identifies one seller’s good or service as distinct from those of another seller.”
However, brands can be identified by so much more. Tiffany is identified by the colour of its packaging. IPod by the white cable of its headphones. MGM by the roar of its lion. Harley-Davidson by the sound of its exhaust. Benetton by its provocative advertising. Body Shop by its ethics.
Business owners sometimes place too much focus on a logo – and neglect other aspects of the customer experience. Sometimes they don’t place enough value on their logo – and end up with one that is dull at best, and often counter-productive.
Some set out to build a business based on convenience or price – and are then forever forced to be more convenient or cheaper than any competitor that comes along.
Some might ask why it’s necessary to place so much importance on the brand.
The reasons are simple.
A strong brand makes identification simple. Finding your store in a mall or your product on a shelf becomes easier – and as humans we are conditioned to look for the easiest route.
A strong brand attracts customers – and also staff. People want to be seen supporting a strong brand. And people want to work for a company that has a strong brand.
A strong brand facilitates expansion – into new markets or product extensions.
A strong brand is durable. Some brands have existed for centuries. A strong brand can be dormant for decades with no loss of appeal. And people are more likely to forgive a strong brand the occasional mistake.
A strong brand has financial value. The Apple brand is currently valued at around $159 billion.
On these pages I’ll tell you what I know about building a powerful brand. These are the lessons I have learnt whilst helping build iconic brands like McDonalds, Coca-Cola, Kellogg’s and Nokia. These rules apply and the tips work whether you’re building a company brand, a product brand or a personal brand.
You mightn’t create another global icon like Apple – but you CAN be the Apple of your chosen business sector or region.
Big Brand Theory
How have the household names become the icons they are today? Big Brand Theory is an intensive branding workshop (over 1 day or 2) that starts by analysing the branding secrets of a number of famous businesses. How have they created their brands? How has the brand dictated store location, product design, recruitment policies and service delivery? Most of the cases we review are successes. Some are failures. To build an enduring, distinctive, valuable brand, it’s helpful to understand why the best brands are so good – and why others missed the boat.
In the second part of the 2-day workshop we apply these big brand ideas to building powerful brands for any business. We’ll outline how to define the DNA of a brand and work through the simple steps to building a strong brand from scratch.
Brand DNA works for any brand, including brand you. It starts by examining your business’s (and for small businesses, this also often means the owner’s) values, goals and personality. We examine the importance of understanding your customer – what turns your audience on and off, how your brand fits into your target market’s life and how it adds value. We ask why it exists and what are its beliefs. The end result is a Brand DNA that becomes the blueprint for everything you do in the future. Being clear about your brand’s DNA must be the first thing you do on your brand-building campaign.
Brand You explains the importance of creating and managing your personal brand, building yourself into something that attracts people to you, in the same way that manufacturers desire to attract customers to their brands. People are only now openly discussing personal branding. However, some famous people have been practising its principles for many years.
How do you turn yourself into a brand that attracts others, that opens doors, that commands respect? And how do you do it without selling your soul?