Branding is complicated. It’s time
consuming. It can be damn expensive. So, selling your boss or your board on the
idea of engaging in a branding project can be a monumental task.
But here’s what makes it even harder. Most
people don’t know what a brand is. In part that’s because marketers create a
whole language around branding that is totally unintelligible. It’s also a
result of the way words get re-purposed and often misused – particularly in
social media.
So, as a way of helping organizations,
schools and businesses understand why branding is really important and with
deference to the many, many marketing experts and authorities who know way more
than me, I offer the following rather simple explanation of branding.
Have you ever had a conversation with a
significant other that goes something like this?
“Do you love me?”
“Yes, I love you.”
“Why? Tell me why you love me.”
For most people that results in a big gulp
and a desperate stalling tactic like, “What do you mean?”
But if you were able to provide an honest
answer to that question, it would be complex and multi-layered. It would
involve the way someone looks, thinks and acts, particularly when those acts
are directed at you. The answer would be
revealed in your experience with that person or perhaps in what others have
told you about him. It would also be based on how you imagine your loved one
would react in certain circumstances – perhaps as a spouse or a parent.
Now, imagine you want to replicate that
relationship many times over. Let’s say you want more people to love you, or
those who already love you to love you more. You are going to need an accurate
and effective answer to “Why do you love me?” – one that reflects the many ways
in which many different people can love you.
And guess what? The answer to that question
is your brand. So, based on all that, here’s my definition of a
brand.
A brand is an expressive representation of the complex relationship that customers and other stakeholders have with an organization.
It's a simple concept but I think that some
of the words need explaning.
Expressive – Brands have to appeal to the
head and the heart – and even more, they have to motivate, inspire and incite
action. You want people to be excited about telling other people about you.
Representation – It can be words, photos,
videos, graphics, events, and yes even a logo. A brand can be communicated in a myriad of ways.
Relationship – If it isn’t already obvious,
just like relationships are two-way streets so is your brand. You can’t
unilaterally decide what your brand is. In branding, perception is truly
reality.
Customers – Many organizations don’t
traditionally think about constituents as customers but the reality is that
people have choices about whether they affiliate with your organization. For
example, parents at independent schools pay a small fortune in tuition and deserve to be treated like customers.
Fundraising organizations would also be wise to look at donors from a customer
centric perspective.
Stakeholders – I know this one of those
words that gets used too often but the point is that many people other than
customers have important relationships with your business or organization.
Think about previous buyers, suppliers, employees and alumni. All of those
people have something to say about the nature of your brand.
By the way, I know the “love” thing is
going to be a bit much for some people. If it makes you feel more comfortable
you can substitute “respect” or “admire” for “love” and ask, “Why do you
respect me?” I would argue however that the most passionate (and therefore
successful) ambassadors for your organization are going to be those that can
say, “Let me tell you why I love XYZ school.”
At a branding workshop for independent
schools that I led early this year, the person opening the session said, “This
morning we’re going to talk about the big, bad ‘B’ word.” One of the reasons
that branding is a pain in the butt is that people don’t know what it is.
Hopefully, my simple (some might say naïve or mushy) explanation is a step in
the right direction.
What do you think?
Is a lack of understanding getting in the
way of branding projects at your organization?
What definitions of branding have helped
you?
How are you advancing branding projects in
your organization?
