In this society, we are exposed to more media and commercials than ever before in the history of the world. In it, we are bombarded with commercials for everything from bleaches to sodas to department stores, etc. If you think about the purpose of these commercials and presentations, much of it has to do with building their brand. While these are only tags – only part of the brand message, think about it:
- Just do it…Nike
- Fly the Friendly Skies – American Airlines
- Don’t you feel good about – 7up
- I’m a Phoenix – University of Phoenix
- Broadcast Yourself – YouTube
If you’ll notice, these tags don’t have anything to do wit the products or services. Instead, they represent the way they want you to think about their products or services. They are seeking to draw an emotional response to help you as a consumer fulfill some need – whether physical or emotional – that is attached to their product or service.
When you think about your product or service – what emotional attachment are you asking potential consumers to buy into? Is your message the right message for your target market?
Burger King’s goal is to connect with young adult males, so their commercials are edgy, filled with thin, attractive people who tend to go against the grain. These are the people they want to come into their stores and buy their burgers.
Nike seeks out athletes and want to be athletes with their motivational messaging, often depicting the work behind being the best in a particular sport.
Notice in these examples, none of the companies mentioned have fragmented branding, that is, branding that is inconsistent depending upon who they are talking to, where they are and what medium they are broadcasting their message through. All of their paperwork, their websites, their clothing, uniforms or lack thereof tends to speak the same message.
Consider this: If a client cannot understand your brand and see the consistency of the brand across everything you are doing, they are less likely to trust you and thus, less likely to do business with you.
Think about it: Toyota boasted that they were in “Relentless Pursuit of Excellence.” Very admirable. Unfortunately, with their current safety issues, they are in relentless pursuit of damage control. Their new campaign has the sole purpose of restoring the trust their brand has been known for.
While there is a cost and commitment to building your brand, building a solid brand is what separates typical companies from those that are extraordinary. These are the companies that stand the test of time. These are the companies who’s target market trusts them and will recommend them to their friends. These are the companies who consistently bring all they have to the table, every day.
Be extraordinary. Build your brand.
Aepiphanni Business Consulting: The Business Strategy People is a Strategy Consulting Firm dedicated to serving the needs of small to medium sized business leaders and executives. We specialize in helping leaders create extraordinary businesses. We welcome clients in the personal and professional services industries, including Creative and Design Services, Software & IT Services, Professional Services and Healthcare Services. As always, we welcome your comments, thoughts, questions and suggestions. If you are seeking a business assessment, or have further questions about creating your strategy or developing your vision, please give me, Rick Meekins, a call at 678-265-3908, or email us at [email protected].