30 Jul 7 Simple Things Great Brands Need to Do
I have to admit I love brands, and if you are honest with yourself, you do to. Wikipedia terms a brand as “a name, term, design, or other feature that distinguishes one seller’s product from those of others.” I think a great brand goes much farther than that. Before I go any further I would like to reference the book Lovemarks by Kevin Roberts. Kevin is the former Chief Executive Officer Worldwide of the advertising agency Saatchi & Saatchi and now serves as its executive chairman. The book Lovemarks is a terrific book that chronicles his love affair with brands and the opportunity to transcend brands in making emotional connections with consumers. I have read the book several times and it has shaped my thinking. A blog is too short of a format to even summarize his book so I recommend everyone to read it. There is also a website where you can post the brands that you love, lovemarks.com.
With that being said, here are some of my thoughts relating to brands:
- Great brands are relational. On some level you identify with brands, positively or negatively. When you purchase it, you are transacting with it on an emotional level. It validates you. The brand means more to you than just the benefits of the product itself.
- Great brands are like athletes. Those who help communicate the brand are the cheerleaders. The brand is the athlete and we are all the fans.
- Great brands inspire, motivate, empower and can create cultures. Soft drinks try to inspire culture like groupies all the time i.e. “The Pepsi Generation” although I believe it is hard for anyone really to get that excited about sugar and water. I think who maybe who has done it best is Apple.
- Great brands are like babies with big personalities. They need lots of nurturing and TLC. If you are involved in supporting a brand you know what I mean. You have to get up every three hours and feed them and the baby never sleeps through the night.
- Great brands do not overtly sell to us. They sell what they produce emotionally, that we connect with. They don’t come out and hit you over the head trying to sell you they invite you in as a friend.
- Great brands are not fazed by fads, they basically ignore them. They do not change with the wind; they endure and stay relevant in any environment.
- Great brands are honest and transparent. There is nothing covert or secretive about them. That is especially important in today’s social media millennial driven generation.