We hear the term “branding” tossed around a lot, not just in marketing circles, but all over the place. Online influencers have personal brands. Cities, counties, and school districts are branded. Churches and other houses of worship have logos on t-shirts and bumper stickers. We hear terms like “brand identity,” “brand equity,” and “brand positioning” tossed around; or remarks like “That’s so on brand,” “We need a rebrand,” or “What’s our brand voice?”
So what even is a brand… really? Is it your logo and colors? Your social media? Your Mission Statement? The sign on the front door? All of the above? It can seem like branding is this hard-to-pin-down, super-complicated, intangible thing talked about by Chief Marketing Officers, business owners, influencers and consumers alike.
At RJL, we believe that although there’s value in all the facets of branding, it doesn’t have to be that complex. If we cut past all the jargon, buzzwords, and clutter, we can boil it down to a simple, fundamental concept.
First, we believe the definition of branding is simply “How we create an identity for an organization in the mind of their target audience.” When we think of that identity, it should do two things.
When you break through the clutter, it’s that simple. Intentionally focus in on what makes you distinct. Then apply it consistently over and over, and that will most likely be the thing that makes you memorable.
In a crowded marketplace, it’s no doubt a challenge to figure out how to stand out and to connect with your audience in a meaningful way. Here are 3 guiding principles to use as you develop a brand identity.
1. Know your purpose: Aside from making money, every entrepreneur knows exactly why they built their business. Whether it’s selling widgets or providing a community service, it’s very personal, and rooted in passion. A clearly defined, specific mission statement is the foundation of an organization’s identity and a key differentiator. Furthermore, people admire businesses that emphasizes their willingness to make a difference.
A great example of a brand with purpose is Patagonia. Their mission statement reads “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.” Patagonia donates 1% of their sales to grassroots environmental organizations (approximately $20M annually) and spends as much time advocating for environmental causes as they do marketing their own products. Their business thrives as a result, even in a crowded marketplace. It’s pretty clear proof that Patagonia’s purpose is a critical part of setting them apart in a competitive retail marketspace.
2. Know your audience: In order to make a connection with your audience and to be memorable, you must know who they are … not just demographics, but more on a personal level. What are their concerns? What problem can your product or service solve? What is important to them? If a customer feels that you “get” them, your brand starts to become top of mind.
Take a look at Celsius Energy drink. Celsius broke into a crowded energy drink market dominated by Red Bull and a couple other established brands. Instead of taking on Red Bull by appealing to the same audience of extreme sport junkies and party goers, Celsius carved out a new space targeting health-conscience consumers. By talking directly to this group, they learned what ingredients their energy drink should or should not have. As a result, Celsius developed a fast-growing audience of brand enthusiasts, driven largely by word of mouth, and more than quadrupled their sales growth in two years. Instead of becoming part of the noise, they created a new market by addressing their audience’s specific needs.
3. Be Consistent: The quickest way to leave behind potential customers is when your brand is made up of disconnected pieces. Give your brand a strong platform to make a stand by ensuring visuals and messaging are cohesive on every touchpoint with the audience. Brands become iconic because they stay consistent and are not beholden to the latest trends. We all quickly recognize Apple’s logo, McDonald’s tagline, or Tiffany’s blue (150 years old, by the way) because the same message and visual is hammered into our minds every time we interact with them.
No other brand has been more consistent over time than Coca-Cola. The ribbon style Coca-Cola logo has been essentially the same for a century. Their bold red has been around since the early days of its creation over 130 years ago. The contour bottle shape was introduced in 1916 (by the Root Glass Company in Terre Haute, Indiana). Today, people instantly recognize a Coke bottle without the logo on it. Whether on social media or on store shelves, every element of Coca-Cola’s brand works seamlessly together. This commitment to consistency puts them off the charts when it comes to standing out and being memorable!
Getting to the heart of what your brand is about is challenging. Simplifying does not mean easy. All of the iconic brands I mentioned got there by knowing who they are and being disciplined with how they talk to their audience.
Whether you are a startup or an established organization needing an overhaul or refresh, RJL can help you declutter your brand so you can get your story to the right people.
