We have all heard about branding…it's one of the hottest business topics going. But what is it really? We know that it is so much more than logos, color palettes and swooshes. That's branding and the tactical execution of a true brand development process.
But what if you really do take on the worthy and beneficial task of brand development? First, engage the whole process from a thorough strategic brand assessment, then initiate a brand value measurement research study to establish a benchmark for that all important ROI measurement later on, and follow that with participation in a brand workshop for senior leaders so that everyone's on the same page. Once completed, launch our proprietary process called Turning the Telescope™ to discover the true essence of your brand…the 'brand promise,' if you will. What have you done, what have you learned, what have you created?
What you've done is laudable. You've taken the first and most important step that you could take, and that's believing that proper brand development will lead to improved brand value and company value down the road. You've learned what your brand promise is…or, better yet, you've provided a forum for your brand promise to surface and be discovered.
But the key question is what have you created? Well, it's very simple…you've created an opportunity to move forward and reap the benefits of, maybe, one of the most important, sensible business decisions you've ever made. Or, you've set yourself up to fail miserably.
Why? Because brand development initiatives will almost always fail because you do them (or don't do them) and then forget about them. Or, you take all the energy and effort, and throw it out into the marketplace. But what did you forget?
That you build a brand from within first and always. The brand never grows from the outside. Sure, the outside world benefits and can see your brand promise come alive and serve well. But without nurturing, growing and fertilizing your brand promise from the inside out, you'll never have a brand that truly adds value to your company.
Take the Ritz Carlton, for example. Know that their brand promise is "ladies and gentlemen serving ladies and gentlemen." Think that started with an ad campaign or a direct mail program announcing this new approach? No way. It started from within, from the essence of the company to establish the attitude, approach and style of customer service. It starts with the way you hire your people, with the way you train them, with the objectives and goals you set and the results you expect. It starts with training and desire and a purpose. Because that's what a true brand promise is. It's not a slogan or a logo. It's the evidence that's provided by your company that supports your brand promise. Think toilet paper is less expensive at Wal-Mart? You bet. "Always low prices"—that's the brand promise. Think BMW cars are highly engineered cars for serious drivers? Spot on. They are the "ultimate driving machine."
It's the really true secret of brand development. All the hoopla about building your brand and branding and the corporate identity systems is merely noise in the night unless you really dig deep into your organization.
It starts in your gut—developing, refining and instilling your brand promise…long before you ever go out the door with your first retail shop, ad campaign, product delivery or campaign rhetoric.
So what makes a brand strong? In a recent issue of HR Magazine, an article entitled "Branding Together" stated that if you thought the answer was money spent on ad campaigns, that you should think again. "Consider that Starbucks…hardly ever advertises. It relies on employees as evangelists. That's why HR's total involvement in marketing the company brand internally is vital—through training, communication and staffing. Employees need to be excited about the brand, able to communicate and connect with it, and then radiate that message to customers. Without employee buy-in, the brand's external promise falls flat in the real world of daily customer interaction. Customers hear one thing in the marketplace and experience another with the company. That disconnect can be deadly. Just visit the graveyard of failed attempts to re-brand the likes of Polaroid, Kmart and United Airlines."
It all really comes down to what we call Brand Touchpoints. Many times we forget that, as marketers, we touch and connect with our prospects and customers in so many ways. And each time we touch them in the pre-purchase, purchase and post-purchase experience, we provide them some more evidence to make another emotional decision about our company, our brand and our eventual, continuing relationship with them. Think not? Remember the last surly retail experience you've had? The long line at a counter? The poor information delivered late or not at all? The incorrect billing statement or invoice? All driven and controlled by employees. Given the right dedication and commitment to building a brand the proper way, it's all avoidable.
That's why our Brand Establishment Process, Turning the Telescope, is so effective. It starts the process by searching inward into the heart and soul of your organization to identify and celebrate what really makes your company's product and service unique and different…and then discovers what truly separates you from your competition. Now that's brand development.
And then long before that first ad runs or TV spot airs, you've reinforced, coddled, cajoled and developed this essence within the company to make sure that your true ambassadors and your true brand associates are ready to reflect your brand promise in everything they do. Think we're kidding? We had a Ritz Carlton bellboy put down his green plastic tray of dirty glasses, walk across a lobby and introduce himself to us after he overheard us wondering out loud where a certain bar was in the hotel. He then proceeded to take us to the elevator, open the doors, punch the appropriate floor and direct us in clear and simple directions how to reach our destination. Wasn't asked, wasn't told, wasn't overly paid. Just did it! Ladies and gentlemen serving ladies and gentlemen. Now that's how you build a brand.
No comments:
Post a Comment