Secrets of Branding: unlocked!

6|21|2010

I’m not sure there are any secrets left to branding that haven’t already been revealed. Just Google “branding secrets” and you’ll see what I mean. So, rather than rehash something you may have already seen and heard or know, I’ve decided to offer some observations on just a couple of those secrets that might explain why they keep getting revealed over and over again.

You can’t differentiate from the competition if you don’t truly know the competition.

It’s equally important to spend time and resources assessing your competition’s brand just as much as your own. What do they stand for, how is that different from you (or not) and what position can you and you alone hold? Think Wal-Mart and Target, Starbucks and Dunkin’ Donuts or 3M tapes (the grey and transparent ones) vs. our client, Duck brand tapes (the one with all the cool colors). Without that greater understanding of your competition’s brand, you can never truly develop your own brand promise as confidently or deeply as possible because it absolutely depends on being able to succinctly differentiate from theirs. Which segues very nicely into the next secret.

Make research a must-have, not a nice-to-have.

I don’t think I have ever reviewed the results of a quantitative or qualitative study or observed a focus group discussion without at least one “aha” moment or insight. It’s gratifying to validate an assumption as true or reveal one that turns out not to be so. Better yet is when you discover a demonstrative strength or advantage that you didn’t even know existed or that you’ve underestimated its impact on your business.

I remember one such focus group when the client and agency were both convinced that a new product, introduced at a premium price point in the category, would open the door for application in luxury home construction. Truth is, the product actually excited homeowners and builders of mid-range homes – the majority of homes being built in the United States.

Let’s face it, the people who buy luxury homes can pretty much afford whatever they want. But the appeal for middle America was a much-desired, richer looking exterior design without the expensive price point. Because of research, brand positioning eventually shifted from “luxury home construction at a competitive price” to “upscale exterior design available to anyone.”

Be true to your brand promise.

Much has been written recently about Toyota and the impact of recalling several million vehicles due to a potentially dangerous sticking gas pedal. The Toyota brand promise of reliability has certainly come into question and, quite honestly, perhaps more so by the way the company responded to the problem rather than the actual mechanical problem itself. I think as consumers, particularly as it relates to the auto industry, we’ve come to understand and accept recalls. It’s when the perception that Toyota may have been trying to hide a problem from us came to light, that Toyota’s reliability as a brand promise took the hit. Toyota brand loyalists aren’t just expecting the cars to be reliable, they’re expecting the company behind them to be so, too – during the car purchasing process, during the car repair/service/maintenance process and during the “we’ve got a problem with our cars” process. Toyota quality is not just the emotional connection we feel when we grab the steering wheel, it’s the quality connection at every touchpoint – when times are good but especially when times are bad.

Brand relationships are no different than human relationships – if you’re left feeling disappointed or betrayed, you’ve got a lot of repairing to do before the friendship, trust and loyalty can return. That shouldn’t be taken lightly, and that’s no secret.

Follow us on Facebook to participate in other discussions around Building Brands.