BrandingTo Be Or Not To Be; That Is The Question

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9 Keys to Branding• Every brand is a product/service offering to a

specific, targeted group of potential customers.• But every product/service offering is not a brand.• So what’s the difference?

o To be a brand all of several specific criteria must be met.

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9 Keys to Branding1. Every brand has a specific identity; this is the

easiest criterion to meet.o Nameo Icono Typographyo Coloro Image(s)o Visual representation, i.e., logomarko Perhaps a positioning line as well

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9 Keys to Branding2. And this identity must be consistently maintained

across multiple communications platforms:o Stationery, etc. (all corporate identity materials)o Signageo Websiteo Advertising (layout and look of all marketing

communications)o Public Relations formats, boilerplate, etc.o Direct response materialso Packagingo Presentationso Trade show boothso Sides of trucks, uniforms, etc.

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9 Keys to Branding

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9 Keys to Branding3. Every Brand has a Brand Personality.

o The creation of more than a rational connection between the brand and its audience(s), which customers, et al. can actually describe by using human personality characteristics, e.g., demographics, hobbies, friends, history, actors who could play the role, etc.

o This, in fact, is one of the ways you’ll know you’re a brand—when customers and prospects begin to playback a common set of personality descriptors and personal connections.

o When properly understood, a brand’s personality can provide powerful guidance.• For example, when evaluating a proposed logomark update,

consumers were able to say: “No, that logo seems angry, this brand is never angry.”

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Caterpillar’s Brand Personality

Cat is a “hard livin,” “bourbon drinkin,” “stompin,” “always on the go,” “drivin,” “rugged” guy who “never gets sick,” who is “always there to work” and is “there when you need him.” “You can count on him” and he “always gets the job done.” “You don’t have to worry about Cat,” because “when the going is tough, he’ll be there.” He’s definitely an “American” but he does “a lot of international traveling.” His favorite color is “yellow.”

Even though he is an “older” man, perhaps “in his 60s,” maybe even “in his 70s” and a “founding father” of his industry, Cat is, nevertheless, “in tune with the times” and is thought to be “old but still young.” Perhaps that’s because he’s a “weight lifter,” “a bodybuilder” who “works out in the gym.” He is a “charismatic” “leader,” an “innovator” and “trend setter” of whom it is said: “people follow him” and “he can do just about anything.” Caterpillar is “reliable,” “dependable,” “durable,” and “has always got what you need;” he’s “always ready to work” and “doesn’t mind gettin’ his hands dirty.” “Very professional” and “well-respected,” Cat “charges a lot for what he does.” In sum, he is considered “outstanding” and thought to be a “great person.”

Caterpillar is “well established”, “organized”, and a “good investor”; he could have been a “banker” and brings to mind “dollar signs” when he is seen. He personally has a “lot of money” because he “knows how to run a business,” is “stable,” and “strives for excellence.” When he “went to college,” he “played football––a big fullback.” Cat “wears a lot of gold” and “fancy boots,” but “not three piece suits.” He is a “classy guy” but is “extravagant” and has “expensive hobbies like racing cars” and “drives a Cadillac.” Cat also “owns his own airplane.”

The best actor to play the role of Caterpillar clearly is John Wayne. If he wasn’t available, then Clint Eastwood, Charleton Heston or Arnold Schwarzenegger could fill in. Robert Mitchum, Sean Connery and Charles Bronson could play the role, too. Strong men all.

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9 Keys to Branding4. Every Brand actually makes a promise to users

about a consistent, unique, total experience that cannot be duplicated by any other product/ service offering in the same category.

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Brand Promise Examples

• Nikeo If someone sees you using a Nike product, they’ll think you’re cool.

• Appleo Users of Apple products are always technologically up-to-date.

• Cokeo Whatever you’re doing, you’ll enjoy it more if you add a Coke.

• Mercedes Benzo People will know you are successful and can both afford and appreciate

the best that life has to offer.

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9 Keys to Branding5. Every Brand requires an investment in

marketing communications.o The simple passage of time as a business entity will not suffice by

itself.o Brands are only made manifest by consistent and active spending on

marketing communications. o These expenditures have a cumulative effect over time. o This is why we speak of investing in a brand.

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9 Keys to Branding6. Done right, a Brand becomes a key corporate

asset. o According to Peter Drucker, the only assets a firm has are its

customers and brands; everything else is an expense.o While we might add intellectual property (whether patented or not) to

the list, nevertheless, the worth of Brands can be seen every time a company is sold for more than book value.

o According to InterBrand, brands account for between 30%-40% of corporate valuation.

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9 Keys to Branding7. All of this is formally expressed as

o A value propositiono A positioning statemento A Brand Personality o And often as a tag line or positioning line. (Note: this is not a

requirement.)

• If you do not have these written down so that employees can see them, plan around them, and behave according to them, then you’re doing it wrong.

• Note: do not share these outside your company; they are elements of strategy.

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9 Keys to Branding8. Then the brand is managed over time to stay

current, relevant, differentiated and meaningful to customers and prospects.o This does not mean that the elements of brand identity and Brand

Personality should change often. In fact, they should remain stable and consistent as along as they are working.

o This does mean that a formal assessment must be made from time to time of whether the ID and personality are still effective. Essentially it means that if your want to be a brand, you’re going to also have to execute marketing research.

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9 Keys to Branding9. Note: Branding works inside, too, providing

guidance for employee behavior and as a recruiting aid.

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To Be Or Not To Be . . .• So do you want to create a brand?

o Not being a brand does not mean you don’t have customers and prospects (and competitors as well).

o It doesn’t mean you have no sales.o It doesn’t mean you are not successful, profitable or without the

potential to continue to succeed.

• Creating a brand costs real marketing money.• But if you were to create brand assets . . .

o You would find it easier to attract customers.o Customers would be les likely to leave you for competitors.o You could charge higher than commodity prices for the value-added

perceptions that branding brings.o Your company would be worth more if sold.

• To Be Or Not To Be; That is The Question.

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How Do You KnowYou Are A Brand?

• You know you are a brand . . .1. When you are among the companies named on an unaided basis

when a category prompt is given.• e.g., what companies come to mind when I say running shoes?

2. When customers and prospects correctly describe the functional characteristics of your product/service.

3. When customers can identify your logomark and/or can recognize that a positioning line refers to you.

4. When customers and prospects use similar descriptors when talking about your Brand Personality.

5. When you can charge higher prices than direct competitors w/o losing sales.

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Now What?• Thank You for the opportunity to share our

POV on Branding. • If you’d like help in becoming a brand,

contact us.o Call Gerry 847-729-3403o Email glinda@gla-mktg.com