Are You Living Your Brand?
Life IS good!
Brand Strategist Scott Talgo once said that “a brand that captures your mind gains behavior. A brand that captures your heart gains commitment.” Which begs the question: While you may be able to catch ‘em, can you keep ‘em?
A few years ago while doing business in Los Angeles we had a client that no matter how many marketing dollars they threw at their brand or how many new additions they made to their product line, their company could not break through a certain level of profitability. They came to us for help.
At the onset, we were thrilled to be doing business with such a positive group of people and such a positive product line. They had a line of calendars, artwork, office accessories and rec wear that that carried very positive, life-affirming messages on them. The company’s visual look was tight, the products well thought through and the price point right on. We looked at their messaging, which was sound. We had them fill out several in-depth branding analysis about who they were and what their motivations were; about their ideal client and where they wanted to take their brand. Everything “looked” healthy.
We couldn’t figure out the problem until the third and fourth meeting when we met the client afterhours to discuss their upcoming marketing plan. At that time, the “true colors” of the client began to surface. It became clear that the three owners of the company were not aligned with the values of their brand . . . nor with one another. While their brand espoused health, inspiration and hope, in person, the owners of the company had little in common with their product.
They talked about their customers in derogatory terms; they were loose and fast with their speech and filled the conversation with offensive references and innuendos that eventually ended our business relationship. Not surprisingly, that once promising company closed its doors soon after.
A new logo, tagline, campaign or marketing plan will never cure a brand that is not authentic at its core.
At the heart, the owners were not living the brand, which meant that they could land initial sales with clients based on the “appearance” of their product but failed to get the reorders you might expect as distributors truly got to know them. Simply put, a brand is your promise to the public. Break that promise enough times and you’ve got yourself a brand attempt that will sputter and take a dive.
A great example of living your brand is the company Life is Good. The owners Bert and John Jacobs pursue recreation, health and positive experiences at every turn. Their brand emanates humor, humility and good vibes — as do they. Their product springs from an authentic well. Hence, their longevity, success and band of faithful fans.
Now, more than ever, it’s imperative to live your brand. Technology has ushered us into an age of transparency and authenticity. Like it or not, you — and your brand — are in the spotlight. It’s the unspoken oath you signed when you hung your shingle and extended your promise to the public.
AMP YOUR BRAND: Know who you are and why you do what you do. Know the values at the core of your brand. Hire people who embody your brand. Connect with companies who value the components of your brand. Being authentic will build brand value, trust and integrity as you enter the arena to compete.
© 2009, Birdsong Creative.