Monday, May 21, 2012
The simple art of branding
The strongest brands have a simple promise, a clear personality and a well defined purpose.
Too many marketers try to adapt the brand to every target and every situation. They use the fact that they have a broad audience, multiple products and services, or a diverse distribution system as an excuse for not having any discipline.
The trick is to use your brand to make your product relevant to each specific target and situation.
Your brand is the one thing that makes you different. It's what you are famous for. It's the lens through which everything you do must be viewed.
Walmart's brand is all about low prices. That doesn't mean they can't offer expensive items like 70" HDTVs. It just means they have to have the lowest price available on an 70" HDTV.
Porsche's brand is all about performance. That doesn't mean they can't build an SUV. It just means that they have to build the highest performance SUV on the market.
McDonald's brand is all about convenience. That doesn't mean they can't offer healthy options. It just means they have to offer healthy options in the most convenient way possible.
Don't let the complexity of the challenges you face, over-complicate your brand. In fact, when used correctly your brand will make your life simpler as your business grows.