It's all about the Brand

My take on the Brand

Branding is ubiquitous but important. Talking to my friend Stan Voelkel today at lunch made me think,

What brands “impact” you?

Starbucks is all about “your order,” funky jargon, even personalizing the cup. It isn’t just an ordinary Styrofoam cup, it has style.

Doesn’t the local Starbucks remind you of the TV show “Cheers” in some way? That is part of the brand. It's about more than coffee, it's about community.

Some others:

Target

Honda

Barak Obama 2012

Apple

Twitter

Stan Voelkel

Each one carries more meaning than the product, person, or service. It is dynamic.

The Houston Texans N.F.L.® brand is all about fan fun! The organization wants the fan experience imbued with passion. The noise, the smoke, the bulls, the spirit, the music. Texans brand is strong. It built momentum this year. Winning will do that (ahem, Houston Astros?! They might just re-brand).

If you are thinking about your own brand, or what you do as a service/product, here are some questions you must consider: 

• Perceived need:   what do your customers need?
• Brand awareness:   what information is your customer gathering about you; is the message cohesive?
• Points of comparison & clarity:   how does your customer evaluate the value proposition of you or your brand when compared to alternatives?
• Brand equity:    does the value of the brand make it worthwhile to purchase or choose? 
• Brand measurement:   after all this, what is the assessment of the purchase decision?  Do you have metrics attached to the brand?

 Simple questions, complicated answers. But don’t ignore the importance of your brand...

©Mark H. Pillsbury