We drive them, wear them, eat them and live with them. They exert a powerful influence on our behaviour, but what are they? BRANDS! A brand is a small word considering the big part they play in our lives. Brands are about our feelings; trust, pride, joy, excitement, security, love and even lust and greed. We love our favourite brands and even join clubs to prove it – from owners clubs to fan clubs.
DIFFERENTIATION
We use brands to describe ourselves and identify like-minded people. Some brands are symbols of our love or hate – ‘Marmite’ defines both ends of the spectrum. They are symbols of self-expression that we use to gain acceptance to a club or social clique. Throughout the history of mankind, we have used branding to mark out our territory and proclaim tribal membership.
In a fast moving society, we use brands as a short cut to making decisions. Their reputation guides our choice in the process of selection. Today, every car brand offers the same basic benefits – trouble-free transport with a warranty and a proven level of safety. But we are prepared to pay much more for kudos, style and status.
Trust in the brand name means you don’t need to struggle with the details. Brands offer a barrier to competition. They position themselves first in the mind so that there is no preferred alternative. In every walk of life there is a brand leader that offers something more than just performance. In an age of mass consumerism filled with copycat products, it’s the ones that stand apart and think differently that connect on a deeper level with customers.
FOCUS
Behind every great brand story it is usual to find a tale
of dedication; few, if any, achieve overnight success. We have all
heard stories of famous musicians who began their careers by traveling
the country in transit vans and performing at small venues before
getting their big break. In business, it starts with prototyping and
honing an idea before it achieves the winning formula that connects with
the customer. This takes dedication and an overarching vision.
Whether you’re a musician, entrepreneur or an inventor, a clear vision is the distinguishing mark of success. It answers the question, ‘What’s the point and why am I doing this? ’ When everyone supports the vision – its purpose and values – it builds a cohesive culture that carries the brand forward. In such businesses, people are motivated by the vision and committed to it. They understand it and are able to share it with their colleagues, clients or customers. They know their contribution to the brand’s success and can see its effect. It creates a sense of esteem and esprit de corps among the employees, and they identify themselves with the brand and are able to work together towards a shared goal.
Great brands are built on great experiences. A poor
experience will damage a reputation. After all, who wants a wonderful
restaurant meal if it means being served by a surly waiter and a table
next to the toilets! Valued people feel happier and take pride in their
work, which is critical because employees deliver the brand and bring a
brand to life.
BRAND IDENTITY
Every organization is required to identify itself, if only by name. That name becomes a symbol for the brand experience. If I say Coca-Cola you will have an immediate picture in your mind of the product. This identity plays a very important role in setting up the market stall. The name, colour, typography, imagery and symbols all prepare the market audience for the experience. To succeed the image must not deliver style over substance as this is a deception and will only have a short-term benefit.
The logo is not the ‘brand’ but merely the means by which we identify the brand. If a picture is worth a thousand words, then the aesthetics of a corporate identity is invaluable in the recognition of a brand. From the Mercedes-Benz ‘three-pointed star’ to the Nike ‘swoosh’ , symbols play an important role in helping us navigate our way to our favourite brands.
COLOUR
If branding is concerned with differentiation and identification, then sight must be the sense we rely on most. We are able to perceive infinite subtleties of colour yet the majority of businesses choose blue for their identity. Be it cyan, indigo, royal or sky, businesses choose blue more than any other colour for their brand identity. Visit any British trade fair and you will be bathed in blue.
So why, when you want your business to stand out, would you camouflage your brand? Colour is an asset that can become closely linked to the brand.
So why, when you want your business to stand out, would you camouflage your brand? Colour is an asset that can become closely linked to the brand.
VERBAL BRANDING
With Google the most popular search tool for online commerce, a carefully chosen word can mean the difference between being picked up by the search engine or obscurity. Whether it’s a made-up name, an acronym or a family name, a successful brand name should be memorable, pronounceable and legible.
BRAND CHAMPIONS
So who are the people that will build tomorrow’s new Perfect Brands? They are the brand champions or entrepreneurs with the passion to inspire – it’s no accident that charismatic leaders are behind some of the world’s biggest brands. It takes all types of people, but long-term success depends on commitment and verve.
We hope you will be inspired to create your perfect brand!
For more information and inspiration about Creating your Perfect Brand contact Paul Hitchens at Verve - Creative Brand Strategy
