Branding. It’s a term we’ve all heard – or at least any of us that work in advertising, marketing or senior management. In business, branding is a good thing and having a strong brand image is what we to aspire to and try to maintain. Conversely, when something tarnishes our brand image it’s all hands on deck to try to repair the damage.
But what does branding really mean and what value does it add? I’ve sat in countless meetings where people talk about “branding campaigns” when what they really mean is advertising campaigns. I’ve been a part of multiple brand development work sessions where the participants feign involvement while all the while muttering under their breath about losing valuable time to such frivolous pursuits. And I’ve heard multiple executives talk about the power of their brand while failing to put in the effort to support it.
To me, brand is that split second feeling you get when someone says the name of a product (or service or person). It’s why people would pay billions to buy Nike or Coke when the actual physical assets of the company are far less. And it’s why people pay $100+ for shoes that cost maybe five dollars to produce.
But for a brand to be a valued brand, it must live its image through and through. You can’t say you’re a quality brand and then make cheap products and expect people to like or trust you. You can’t claim to be customer-centric and then make it impossible for customers to reach you when problems occur. Brand isn’t an advertising campaign and it doesn’t happen overnight. Brand is who you are as a company – from the way you answer the phones to the way you treat employees to the products and services you provide your customers. Brand is the bond you build with customers over time.
A few examples of what I consider to be good brands are REI and Starbucks. I say REI because I believe they live what they sell and everything they do is consistent with supporting a community of people committed to enjoying and maintaining the great outdoors. From being a cooperative that actually gives back money to members to hosting classes on bike maintenance and rock climbing to organizing clean-up days for local parks and beaches, they live their brand and have created a loyal customer based. And Starbucks … well, they may be struggling a little with the economy but for the most part they’ve never wavered from their mission to provide a quality product in an upscale, warm environment. From the food they serve to the music they play to the merchandise they sell, it’s all consistently quality and a comfortable experience to those who go. And they’ve managed to create a community feel despite their ubiquitous locations.
When building a brand, it’s the ideal to start at start-up so it can act as a tool to inform the way the company is built out, who to hire and how business will be done. But in truth, it’s never too late if you’re committed to doing the work to develop your brand and implement it across the board. Just be aware that branding isn’t for the faint of heart. It takes work, a commitment to introspection about what you’re doing as a company and what you want to stand for, and a determination to implement the policies and personnel that will bring your brand to life.
I’d be curious to hear your thoughts on brands that either
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