Stay curious; keep refreshing your sources. We often get new client inquiries for help to build a brand development strategy. Are you increasingly looking to jazz up your brand strategy? Depending on the business, and where it is in the life cycle, that can be a tall order.
Check out our thoughts on creative marketing.
Great brand stories succeed because they are able to capture the imagination of large or important audiences. A great brand story is true. Not necessarily because it’s factual, but because it’s consistent and authentic.
Consumers are too good at sniffing out inconsistencies for a marketer to get away with a story that’s just slapped on. Great stories are trusted. Trust is the scarcest resource we’ve got left. No one trusts anyone. People don’t trust the beautiful women ordering vodka at the corner bar (they’re getting paid by the liquor company).
As a result, no marketer succeeds in telling a brand story unless he has earned the credibility to tell that story. Great stories are subtle. Surprisingly, the fewer details a marketer spells out, the more powerful the story becomes.
Talented marketers understand that allowing people to draw their own conclusions is far more effective than announcing the punch line.
There is a brand, and there is branding. One is a noun, and one is a verb.
But the funny thing is that when it comes to what defines a brand and what defines your branding, the noun and the verb are switched. Branding is defined by things like a logo, look and feel your website copy, and all the visual details that go into managing your brand. It sends out a vibe, and it’s made up of many things.
A brand, on the other hand, is defined by your actions. How do you serve your customer? What interesting service do you offer? How do you approach relationships with business partners and vendors? A brand is defined by your actions, by what you want to stand for.
The most important thing to remember, it’s not about you in the sense that you are in control. You are not. But you can influence.
Brands deliver an emotional connection to a business’s products and services. Most purchase decisions have critical emotional components, which is why brand marketing is so important.
Your brand represents a collection of your customers’ perceptions of how they see you, how they feel about you, and what they say about you. It communicates every time it touches a customer. This makes you, as a marketer, responsible for this communication ‘moment of truth’.
Here are the key actions, you as the brand marketer, can take to improve each ‘moment of truth’:
The best brands extend their value propositions beyond products and services
Awesome brands change how people view the world surrounding the brand. Take the Red Bull brand as a great example. This brand wants consumers to explore their limits. Their advertisements are loaded with examples of these limits.
They are illustrating that we are defined by what we make happen. If you relate, then you are pulled into their worldviews.
Brand development strategy … the best brands make a difference
You can probably name a few brands that do a great job of making such a difference that you remember and tell your friends about. These brands are consistently showing their conscience and offering it as something prospective customers can buy into.
Tom’s Shoes is such a brand. For each pair of shoes we buy, Tom’s donates a pair of shoes to the poor and needy. Many consumers buy from Tom’s for their promises as much as their products.
Or Zappos … they don’t sell shoes. They deliver that extra dose of love we all need from time to time. There is no secret here. Zappos became Zappos because of the fanatical customer support it offered. That is the company’s brand.
As Tony Hsieh, the Zappos CEO, puts it, back in 2003, we thought of ourselves as a shoe company that offered great service. Today, we really think of the Zappos brand as about great service, and we just happen to sell shoes.
Brand development strategy example … don’t interrupt, rather involve
The best marketing is about involving customers that is more engaging. And much less about interrupting. It is really all about making friends and building relationships and trust with customers. Taking away the sales approach is always a great strategy.
Types of brand strategy … engage consumer emotions
Great brands drive greater engagement by creating emotional responses. They find that these emotions propel better enduring connections.
The FedEx brand does this very effectively. Simply put, the FedEx brand is synonymous with “reliability.” Define your benefit to customers in the most straightforward terms possible. If your promise is reliable, then you need to offer reliability in everything you do — from your products and services to your website and communications.
Peace of mind. FedEx famously built its brand around a singular idea: by coming through when something
“Absolutely, positively has to be there overnight”
Help consumers help themselves
The best brands offer lots of help/advice …giving value in every interaction. You see this very often with online brand marketing.
Deliver value propositions people care about most
… And they will care more about the brand. JetBlue is one brand that does this as well as it can be done. Their brand success centers on the achievable – the simple things – they knew would make a difference for their guests.
This set the stage for direct TV and XM radio, the provision of first-class seats to everyone, more legroom, great snacks, and high-end service at lower end pricing. No other airline others these value propositions. They are different and their brand stands out because it represents those differences the best.
Simple. Attainable. Targeted. They delivered.
An extraordinary example from JetBlue
JetBlue recently launched a brilliant new ad campaign called “Air on the Side of Humanity”. Have you seen it? You should check it out.
They ingeniously use pigeons as a transposed metaphor for frequent flyers who are challenged by business travel and crowded flights. Believe me, I can relate. The spot shows crowded skies full of pigeons while an off-camera narrator says “the reality of flying is not very pretty”. It’s a royal headache and a major inconvenience.
They show crowded jostled pigeons on a building ledge lined up single file facing the camera while the narrator says, “They pack you in there, you hardly have any space for yourself. Hey, I’m a big guy and I need some room to breathe”.
As the narrator continues talking about the future situation being bleak the camera focuses on a man’s legs sitting on a park bench throwing crumbs to pigeons on the sidewalk as the narrator says, “They throw you crumbs and act as if it’s a 5-course meal”.
Next, they show a lonely pigeon on a busy pedestrian sidewalk as people walk around ignoring a confused bird as the narrator says, “I feel completely ignored”. Then the narrator asks the question, “There’s gotta be a way to fly with a little respect, you know?”
Then they cut to a different voiceover announcer which says, “Enjoy JetBlue’s award-winning service, free unlimited snacks and the most legroom in coach.” An awesome way to engage customers with their value propositions, isn’t it?
The bottom line
What I love about this engagement approach is that it takes a customer experience perspective that no doubt was derived from deep customer insights.
As a frequent flyer myself I was able to relate to the spot on multiple levels. How about you? Does the brand connect with you emotionally?
Comments
2 responses to “A Survival Guide How To Build a Brand Development Strategy”
Thanks for sharing knowledge.
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