Successful business or branded business?
November 6, 2008 at 1:17 pmBusiness success and brand success go hand in hand. In fact for the rest of this article, you can replace the word ‘brand’ and use the word ‘business’. Go on, try it. I’ve even italicised them to make it easier to find.
When we discuss branding, and use examples we tend to use the big guys to get our point across. I know this because I am the most guilty of all. The problem with this is it automatically says “branding is only important for the big guys, so I’ll worry about it when I’m big”. WRONG! Every business that is a household name has grown their business through two rules of branding – focus and consistency.
Brand success rule number one: Focus
Three words that make me shudder – One Stop Shop. The concept of a one stop shop is great. You are thinking of the benefit to your consumer, and saying if I was a customer I wouldn’t want to trudge around town looking for new tyres, an oil change and a cut and polish, what if I could get everything I need for my car in one place. Unfortunately you cannot please everyone. If this really was true then the tyre specialist, car wash cafes, oil change stops would never have opened their doors (and kept them open). You have only to go to an Australian mall to prove this. The malls are full of stores that specialise. They only sell vacuum cleaners; or electric shavers; or popcorn; or magazines; or storage containers. It would be a step backwards for the shaver store to have a customer come in and buy a vacuum cleaner while her husband shops for a razor? Or the popcorn store to start selling confectionery because a few people asked for it? In the short term the store would increase their turnover (not to be confused with profit), as more product is being moved, but in 5 years what will that brand stand for? What about department stores? Their focus is still not about catering to everyone, but specialising in a certain level of goods. David Jones’ philosophy is to have every top brand under one roof. The Warehouse is “where everyone gets a bargain” and right of return. These store types sell consumer expectation, each at a different level.
Brand success rule number two: Consistency
The best way to avoid brand confusion is to say what you do, then and doing what you say! Simple. Then do this over and over. The power of repetition is incredible. If you do something once a day for 30 days, you’ve created a habit! If you hear the same thing every day it penetrates the filters of the mind and embeds itself into the subconscious. Can you finish these sentences: “It’s moments like these…”; “Kiwi kids, are… kids”; “go for g-…”? No doubt you’ve got the jingle stuck in your head by now? So imagine how powerful it could be if your business was not just an audible repetition, but that every time someone dealt with your company they got the same experience, whether they are reading your website, or talking to a staff member. The difference? With repetition of television ads you know you are being advertised to and the consumer puts up barriers, with consumer and brand consistency it’s a whole lot more influential – and believable.
If this sounds too easy, you need to know it only works if you actually follow through and do what you say you will, exhibit a focused business, and have a great product or service. Then you are planning to succeed.
Published Canterbury Today, Issue 90, July/August 2008
No Comments yet »
Leave a comment
© 2009 Christchurch Brand Design, Logo Design, Corporate Identity, Brand Development, Marketing & Strategy – Delineate Brandhouse. All rights reserved.
Website design & development by Meta Solutions.