EFGP workshop, part one: what's a brand?
Speaker Jean Wilcox (pictured) of CattLeLogos Brand Management Systems was prompted by someone she knew in the audience to define a brand as "a scar on your butt." Of course something like that draws a laugh, but it's also the default truth. She has this quote from Peter Drucker on her Web site: Branding, by its very nature, is not optional. If you do not position yourself in people's minds, they will do it for you.Let them do it for you, and it might very well leave a scar on the ass.
On the other hand, a brand represents a company's "personality" in the eyes of its customers -- it's how well we meet their expectations. It's not what we SAY; it's what the customers PERCEIVE. So how do we control this process, and prevent posterior scarring? Wilcox points out the ABCs:
- A is for AUDIENCE -- and you must aim at the audience you seek to reach. A preacher I once new used to say in his sermons "if you aim at nothing, you're sure to hit it." And I'm sure that he didn't write his own material.
- B is for BELIEVABILITY -- once we aim at the audience, we fire something they can trust, and something we can back up with conviction.
- C is for CONSISTENCY -- like Einstein said, "if you always do what you did, you always get what you got." So once we decide what to fire at the audience, we keep firing it, in the same way, until its look and feel is readily identified.
Labels: consulting
posted by Ron @ 10:41 PM
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