Brands fight to gain attention. Brands need communication without words. Brands are psychology and science brought together as a promise mark as opposed to a trademark.
Products have life cycles, but brands outlive products. Brands convey a uniform quality, credibility and experience. Brands are valuable.
Without branding, there is no differentiation. Without differentiation, there is no long-term profitability. People don’t have relationships with products, they develop relationships with brands.
In a movement strategy, brands have a purpose that people can get behind. Brands can inspire millions of people to join a community, or rally people for or against a particular cause. Brands can activate a passionate group of people to do something like changing the world. Products can’t really do that.
Think of the last car purchase you made. Why did you make that decision? What was your brand in the 60’s for board games; Parker Brothers or Milton Bradley? For toys; Wham-O or Mattel? In the 70’s, did you prefer Atari or Nintendo?
In 2006, when the video game world was going to high definition and adult story lines, why in the world would anyone release a low resolution, simple gaming device called a Wii? There was a differentiation, and it turned into a whole Wii movement. People rallied together and formed communities around this brand. It made family gaming fun again.
Can you see how a brand happens and creates emotion? Heinz Ketchup, Miracle Whip, Velveeta cheese, Ben and Jerry’s and Cap’n Crunch to name a few.
There are steps to building a brand strategy. Is your strategy aimed in a vision with how you are communicating with your target audience? There is a reason why Cap’n Crunch cereal is a special PMS red. It was part of the strategy. There is a reason why Oreo cookies creme filling cannot be duplicated, it’s what makes their product different.
Another example of branding would be the vast number of Chicago Pizzerias. How do Gino’s East, Giordano’s, Lou Malnati’s, Rosati’s, Aurelio’s and Connies Pizza all survive in the Deep Dish category? They have all built brands that demonstrate a subtle difference from their competition. Strategies could include location, taste, box style, delivery speed, ingredients, dining experience, price, service and so on. There is room for everyone. Just stay true to those attributes, keep course on the strategy and always be looking for new ways to share “your message.”
Why is Tivo still superior to any DVR in the market? 5.5 million people still pay for Tivo boxes. There must be a reason. What is your reason for not getting your brand marketing moving forward in 2016?