Monday, May 21, 2007
Defining "Brand"
The truth is that contemporary thinking about branding is still in its infancy in most organizations. Somewhere along the way, we decided that "brand" was synonymous with "logo." In reality, though, the logo is only one piece of the puzzle.Basically, "brand" is just another word for "reputation," and "brand management" just means carefully managing all the consumer touchpoints. It's not quite as mysterious and sexy as the jargon we might be used to hearing, but it makes a whole lot of sense. For example, we don't typically think of manufacturing as a core piece of the brand, but why shouldn't it be?
For Dell, lean manufacturing is the foundation of their brand, not their logo or the design of their computers. They leveraged their incredible supply chain management expertise to create an incredibly powerful brand built on customization and brought to life as one of the first large-scale companies to offer custom-built PCs.
On the other hand, consider how manufacturing and supply chain management work as branding in the video game console world. When a new console launches, it's usually pretty hard to find one for the first few weeks. This is a good thing when it creates demand and a premium position for the brand, but not if it lasts too long! Scarcity turns against the brand if parents begin to associate it with frustrating wild goose chases all over town during the holiday season.
The list could go on forever, but you get the point. Of course the logo matters, and of course a unique visual identity for your brand is a valuable asset, but don't stop there. Think about expressing your brand across every consumer touchpoint, from chemistry to the people that drive your delivery trucks.
Labels: branding
1 Comments:
I'd like to reiterate the last line of your statement. The people who work for a company control the reputation (brand) maybe more than any other touchpoint.
Consider your favorite bar - think of it as a brand. It serves the same beer and liquor as everyone else, but you really like it for the guy pouring the drinks and the crowd that shows up at happy hour. Everyone has a good time and the bar makes lots of cash.
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