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Overview
You may not think that the brand you work for has much of an impact on your job. However, if you try to let it show in your work, you might find that your job is more purposeful and enjoyable. Ask yourself: Is my work strengthening the brand? Is it aligned with its goals? Also remember how customers will view what I do—will they know which brand I’m working for? If branding becomes front and center in my job, I’ll probably enjoy it more.
When you think of brands, what comes to mind? Cattle? Marketing? Advertising or a product like the iPad or Big Macs. This passage will give you an inside look at iconic brands and why they’re so influential year after year. You’ll also learn about branding’s advantages over marketing as well as how even strong brands can suffer if their integrity is compromised.
Here are some key points to remember: Nike’s slogan, “Just Do It,” is one of the most effective taglines in history. Red Bull’s founder encouraged rumors that his drink was dangerous so people would be even more intrigued by it. Starbucks isn’t just about coffee; it’s a place to relax and socialize.
Big Idea #1: A brand is the personality of a company and should be reflected in every action.
Everyone knows Apple, Nike and Zappos. These brands are universally recognized because they’re successful. However, many people think that branding is just a matter of luck or experimentation. That’s not true at all. Great brands achieve their iconic status when companies understand and use the power of branding to influence how people feel about their products and services. A brand isn’t just an impression; it’s the personality of your company, so you should shine through everything you do as a business owner or manager. Successful brands understand that people don’t buy things based on rational analysis alone but instead consider feelings associated with those products (or services). For example, having coffee at Starbucks may be more than just getting caffeine in the morning; it could also be about sensory experiences like music and employee smiles that make customers want to come back again and again for more “experiences.”
But branding isn’t just about making more money. It also helps companies increase their profit margins and have a better chance of success. Branding allows companies to align themselves with a set of values that can be used like a compass to help guide the company as it designs its corporate culture, processes, and marketing campaigns.
This is why Starbucks would never reduce the quality of its in-store experience by buying cheaper furniture. Even though it could save money, such a decision wouldn’t be consistent with the company’s brand value.
Big Idea #2: A company’s culture is critical to its success.
Many people think that the only function of a brand is advertising and marketing. In fact, a brand can also help employees work better together toward a common goal if they believe in their company’s values.
When all of your stakeholders are aligned with the brand’s values, it will shine brightly on customers. If they aren’t aligned, then something that blocks or distorts the light will come between you and your customer.
To prevent a company from losing its values, you must ensure that each employee understands the brand. It’s important for everyone to know what the brand stands for and how their actions will affect it. They also need to understand how they can accurately represent the company through their work every day.
One way to help employees understand and apply brand values is with a toolbox. It could be in the form of a deck of cards or book that contains references and anecdotes about your company’s core values. Another great way is through engagement sessions, which can take place during training or even just one-on-one meetings with managers. Starbucks used an engagement session where they walked employees through their coffee farm tour to show how the company’s brand affected every step in the process.
