business builder branding
To start building a
brand, envision firm
as a person
Your image is a first impression that, if pleasing, leads to a second, a third and ideally a lifetime of positive experiences. Whether we’re talking about ourselves as human beings or as company leaders, the same principle applies.
Creating an image that distinctively communicates the essence of your company is vital, yet it doesn’t happen overnight. It takes research, strategy, insight and the foresight of seeing your brand as a long-term investment rather than a short-term expense.
So where do you begin? Try this right-brain exercise to start the discovery process.
Pretend your company is a person. What do you see? What is it wearing? Does it say, “Hi,” “Hello,” or “Hey dude, what’s up?” Is it male or female? What kind of car does it drive? How about its personality? Sense of humor? Buttoned-up or laid back? What do others say about this person? Who talks with this person the most? What do they want to know? Why?
That personality is your company’s brand. Determining your brand and creating promotional materials that are in line with that personality is what establishes the obvious difference between the amateurs who get lost in the crowd and the professionals who stand out and succeed.
Today, a brand is much more than a logo. It is everything from the words you put on paper to the message on your voice mail. Every opportunity to communicate with your audience must be true to your brand. Inconsistency causes confusion and leads to brand disloyalty. It’s like having multiple personalities and the customer won’t know what or who to expect.
To help you create a strong brand, take a look at a few tried-and-true tips:
• Create a brand blueprint.
It would be unimaginable for people to build a 30-story building without a blueprint, so why would you try to build a company without one? Without a strategic blueprint, you leave the interpretation of your brand to your customer. Your brand needs to be controlled so you can navigate it through ever-changing trends and markets.
• Know your target audience.
Put yourself in their shoes and get inside their heads. The better you know your audience, the more effective you will be in communicating and connecting with them. Their wants and needs help drive your brand. By digging deeper you can hit on an emotional tie that leads to brand loyalty.
• Make sure your employees are true to your brand.
Educate them, excite them, show them exactly how their actions and interactions affect the company brand. No matter where they work in the company, everything they do says something about who your company is.
A few standouts
Let’s take a look at a few companies who have invested in the power of design to create and build a distinctive brand.
• Schmidty’s Hair Salon for men. It’s a man thing. www.schmidtfaced.com
The Schmidty’s brand is unique, authentic and speaks to its testosterone audience in “manspeak.” An upscale yet down-to-earth men’s hair salon in the eclectic Uptown area of Minneapolis, it’s where the “Man Show” meets the University Club with a barbershop twist.
The copy (voice), logo and graphics work as a team to capture the male-bonding camaraderie of a barbershop without the barbers and the red-striped pole. For example, customers are encouraged to “get Schmidt-faced” (a facial) or “be a Schmidt head”(get a haircut).
•Geek Squad. 24/7 computer support task force. www.geeksquad.com
Here is a prime example of a company that took humor to a new level and put a positive spin on one of the biggest headaches in the world — computer problems. They took the stereotypical image of computer consultants as geeks and expanded it throughout the business.
Every member of the Geek Squad wears the title “Special Agent” and dons a uniform straight out of the movie “Men in Black” (complete with a pocket protector and badge). Agents drive black-and-white Geekmobiles — VW Beetles emblazoned with the Geek Squad label. From the logo to the copy to the color palette and design, every aspect delivers this unexpectedly honest brand brilliantly.
•Aflac. Supplemental insurance company. www.aflac.com
Aflac also uses humor to emotionally connect with their audience. They’ve tapped into the feathers of a talking white duck, of all things, to address the fears that go hand-in-hand with thinking about such “what-ifs” as cancer, accident and disability insurance. The duck, along with a clean logo, calming color palette and down-to-earth approach, have earned the company international recognition.
* Trader Joe’s. Unique grocery shopping experience. www.traderjoes.com
Often called a store of stories, Trader Joe’s has taken the “ho-hum” out of grocery shopping and made it an educationally fun experience through their brand. They’ve tapped into the emotional draw of a neighborhood grocery store with an approachable, honest voice, basic to exotic products, Monty Python-style graphics and direct-from-the-manufacturer low prices.
The cohesive brand is delivered not only through fun graphics but through a relatable voice that educates the customer on products.
Whatever it takes to make your brand a true champion, the foundation is built on a well-planned brand strategy. Remember, create your blueprint, know your audience and ensure that every employee communicates your brand.
It takes an investment of time and money but in the end, it makes the difference.
[contact] Jay Miller is creative director and president of IMAGEHAUS, a brand agency in Minneapolis: 612.377.8700; jmiller@imagehaus.net; www.imagehaus.net
