668

345

Branding…does it only work on cows?

Well it certainly started there, but does it really work elsewhere?

I am constantly entertained by the conversations that are started when people ask me what I do and I tell them that I specialise in branding. It is fascinating how many different explanations I get of what a brand really is and how emotive the conversation becomes, usually leading to a thoroughly enjoyable debate where time seems to fly.

Branding does work! And contrary to popular opinion probably better than ever.

The problem is, it is harder than ever to achieve effective branding in today’s marketplace due to the profoundly different way in which we have changed our attitude to, and relationship with, “brands” compared to the way we behaved in the past.

Brands historically took a strong leadership and even sometimes a dictatorial role in the way they talked to us, telling us that if we drove that car, wore that watch, slid into those jeans, favored that airline, indulged in that whiskey, contemplated with that cigar, or dined in that restaurant we were: successful, superior, trendy, wealthy, discerning, cool, happy, popular or even perfect. They stereotyped us as a certain socio-economic “type” of person, maybe an A or a B, or maybe a C, or a C1 or a D, or even an E!

Today we can assume that there are no stupid customers and the days of dictating in a condescending way are over.

Our customers, whether in the consumer or business world, are well informed, have huge choice, and have access to as much information as they so desire to avail of, most of which is not directed through advertising but more by word of mouth, peer opinions, or word of mouse: search engines and online social networking.

The up-side is that if you build your brand in a genuine customer centric way, with the correct values and attributes, you should be able to present it to your audience in a way that allows them to consider it favourably and, if necessary, assist in the decision making process allowing them to make the choice.

We are in an age where the good old core values of honesty, transparency and integrity are becoming selling points again. Which bank will I trust with my money? Which online store will deliver? Will they go bust before I get my goods? Will they fix it if it breaks?

I refer to a brand as “substance wrapped in emotion”, where both are essential for a sustainable business but more often than not we underestimate the significance and power of the emotional aspect. It is almost impossible for a customer to get to your product without having to go through some “emotional wrapper”. We invest heavily in the tangible things such as product development, people, plant and equipment but would be very sceptical and cautious in investing in the intangible, the soft and fuzzy stuff. The fact is that the soft and fuzzy stuff in most instances, done properly is the bit that differentiates, defends and adds premium or favour to your product or service.

So where are the opportunities?

Explore ways of how you can strengthen your product through branding, be open minded, think outside the box. Or are you in the “Branding will never work in our industry” space? Frequently this is where the biggest opportunities come from.

Never say never! Be innovative. Take a risk and team up with someone who is passionate about branding and has the experience to help you on what could possibly be the most exciting stage of your journey. You too could end up saying “time flies when you are enjoying yourself!”