do you really have a brand?
DESCRIPTION
Many businesses think they have a brand but do they really?There's a big difference between having an identity and having a brand.TRANSCRIPT
MUM!I’ve made a brand!
MUM! ( )You’ve got a brand have you?
Then how come out of themillion of brands, consumers only properly engage with a small handfull?
THIS IS A PICTURE OF NICK CLEGG BY THE WAY
Is it possible you can be well knownand still not have a brand?
You may have a visual identity but do you really have a brand?
VISUALIDENTITYVSBRAND
Don’t worry Nick - at least we recognise you.
IT’S THE DIFFERENCEBETWEEN RECOGNITIONVSEMOTIONALATTATCHMENT.
Visual identity can deliver recognition.Brand can deliver intelligent meaning and emotional connection.
NB: If you’ve got a recognisable, asthetically beautiful and unique visual identity then you should be quite chuffed... but not so chuffed if you paid for a brand and that’s all you got.
“”
BUT WE DO HAVE A BRAND.WE HAD A BRAND CONSULTANT
IN AND EVERYTHING!
”MAYBE THEY SHOWEDYOU A BRAND ONION?
AND THEY PROBABLY SHOWED YOU SOME COMPLEX CHARTS TOO.
CONFUSION IS A TACTIC TO COVER LACK OF UNDERSTANDING.SIMPLIFICATION IS THE MOST DIFFICULT SKILL OF ALL.
Many brand consultants confuse before they try to simplify.
EMOTIONAL INTELLIGENCE IS EQUALLYIMPORTANT AND AN ESSENTIAL ELEMENT OF YOUR BRAND
Many brand consultants work on IQwhilst forgetting EQ.
It’s no wonder many brands end up with a framework full of rational elements but devoid of emotion.NO ONE ENGAGES WITH YOUR BRAND BECAUSETHEY RATIONALLY SHOULD... THEY DO IT BECAUSE THEY EMOTIONALLY WANT TO.
Some consultants make us angry.That’s possibly the only emotional reaction to the brands they create.
CONSULTANCYINSULTANCY!
”
Good. At least you are...But maybe it’s time to see if your customers are too.
HOW ABOUT YOU:FEELINGEMOTIONAL RIGHT NOW?
NOWWHAT?
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First a basic question:Would anyone come to your companies funeral?APART FROM TO GLOAT OR CHASE INVOICES.
YES. NO.If ‘yes’ then (belated) congratulations.If ‘no’ then there’s work to be done.
It’s not difficult - just ask them.
MAYBE IT’S TIME TO DISCOVER WHAT YOUR CUSTOMERSAND PROSPECTSFEEL ABOUT YOUR BRAND
AND IF YOU’RE READY TO WORK,THESE ARE SOME QUESTIONS YOU CAN ASK ‘EM:
The brand inspires me.The brand has a conscience.The brand challenges me.The brand educates me.The brand suprises me.The brand provides an escape.The brand is respected.The brand shares my values.The brand is passionate.The brand show s originality.The brand is a leader.The brand has a clear purpose.The brand has a clear mission.The brand starts converstations.The brand is valued by others.The brand has momentum.The brand is culturally important.The brand is popular.The brand involves me.The brand has a dialogue with me.
The brand is part of my behavoiur.The brand has integrity.The brand is empathetic.The brand has positive associations.The brand is playful.The brand is caring.The brand is known.The brand takes me to new places.The brand is single minded.The brand is accessible.The brand is consistent.The brand looks good.The brand is trustworthy.The brand has my best interests at heart.The brand is safe.The brand is clear.The brand is memorable.The brand experience is enjoyable.The brand is useful.
Out of 10:
AND WHILE YOU’RE WAITING FOR THE ANSWERSASK YOURSELF: HOW CAN AND WHY SHOULD ANYONE ENGAGE WITH YOUR BRAND?Is your brand accessible?Is it asthetically pleasing? Do people want/want to work with your brand?Is your brand empathetic? Does your brand have positive associations?Does buying/working with your brand pa sense of belonging?
Does you brand enhance life/work?Does your barnd provide a sense of escape?What is the experience of your brand?Does your brand intrigue?Does your brand have interity?Do people use your brand because other do?
Does your brand invlove them?Does your brand provide meaning?Do people respect your brand?Do people feel your brand shares thier values?Does your brand bring people together?
NOW STOP READING THISAND GET BACK TO WORK.
