Brand development process
One of my favorite ‘big ideas’ is “We Try Harder” by Avis. Avis knew they were number two in the auto rental business. They knew that it is in our culture to root for the underdog. And they knew that consumers value ‘trying harder’ to win their business. It seems so simple but they had to face a number of truths to get to the ‘big idea.’ This is the brand development process. Then they had to convince management that the staff would buy in and would actually deliver what was being promised. If this didn’t happen then the campaign would be a failure, a very expensive failure.
Did it work? Absolutely. It even affected the moral of Hertz employees, the number one rental company. However, it took time. It took a coordinated effort of various advertising media. Their media plan included newspaper, TV, radio, point of purchase (posters and signs at the location of the purchase), airport signs, billboards and even buttons for the employees. But most of all, it had the hearts of the employees. They believed, they delivered and they stayed with the message. Advertising and brand development takes time to be effective. You need to see a message numerous times before it connects or you need the services advertised.
If your idea communicates something meaningful to the consumer it will connect faster. If you invest enough to make sure the consumer is aware of this distinction, they will notice and respond.
If, on the other hand, you are talking about being the “Best,” your message is an idol boast and is hollow. It will not resonate. If it’s relevant, prove it. And if you give me the reason in a message that is fresh and original, I am more apt to notice it and think about it. Don’t you like unusual ideas? Don’t you like different ways of looking at things? That’s a brand developer’s definition of creativity.
Another of my favorite advertising campaigns is Nike’s “Just do it.” I kept this pinned to i have kept this on my wall because it is so simple, so direct, and so meaningful to me. I don’t have to be a professional to run, write, paint, teach, cook, nurse, father, garden, and be a friend. I just need to engage. “Just do it.” Does it make me feel better about Nike? Absolutely.
What do I think of when I think of running or walking shoes? Nike.
How do you find the idea? Think like a brand image maker.
I believe to be truly creative you must play. Play with ideas and concepts and have actual fun with them. And you must realize that most truths are simple in nature. You find the simplicity of the creative thought and expand from there. You have to ask a lot of questions Start with “Who are you?”
People do business with people they like. Good salespeople know they have to sell the customer on themselves and the brand before they move on to the service. That selling comes at the end. Sell the brand first. To do that you need to know who the consumer thinks you are.
What makes you different? More importantly, why does it matter? This is your “Unique Selling Point”
the best” makes no sense, unless you can prove it. Study what you do. Write it down and ask 6 or 10 very honest people what they think. Is it a meaningful difference? Is it important to your target audience? Is anyone else making the same claim?
What do people know about you before they even meet you? What are the stereotypes of your business? You have them too. Fill in the following stereotype blanks: attorneys _________, CPA’s __________, collection agencies ________, and insurance agencies ________. We all have stereotypes and for good reason. They help us make quick decisions. Are they right? Sometimes. They give us assumptions, which we do act on. Changing assumptions can be an overwhelming task but understanding them will help with your branding. “We try harder” was believable and effective. “Just do it” was meaningful.
Know what your consumer’s stereotypes are about you. This may be your biggest opportunity to show your difference. It is difficult for a customer to give you the information you need because they have a relationship with you and they don’t want to be critical of you. They would rather tell you about what you do right and touch lightly on the criticism. Have someone else ask for you.
What is the problem?
Suppose you want an idea to advertise for your CPA practice, Medical practice or Nursing Home and you know that your firm was ranked 5th in the region in revenues or number of clients. What do you think the problem is? The typical answer is to increase brand awareness. But that’s not the problem, you’re ranked 5th.
What is the problem? People Are Loyal To Their Current Service. That’s the real problem and it’s called consumer insight. While that was obvious, not all consumer insights are so obvious. Asking the right questions is the beginning of getting the consumer to reveal the consumer’s insights.
There is no compelling reason why a consumer should change their CPA, MD, or Nursing Home unless there is a problem or a more enticing offer. Is there a problem? Can you solve it? Can you make a better offer through differentiation? This is why you need to have an idea that communicates your meaningful difference. It sometimes takes time to discover consumer insights but it is well worth the work because a big idea is priceless.
There are a number of ways to differentiate your product/service but the easiest ways are design and cause association. Design is something as simple as a red sole on a shoe like Louboutin. The other way is to differentiate your product/service by association with a worthy cause. Make a donation of a percentage of your profits to the cause. I think a great cause is 4Oceans. trash bracelets’ for a donation. https://4ocean.com/pages/our-story 4Oceans is about cleaning our oceans.
Advertise, it pays.
About Ken Gasque
And Ken Gasque is a brand developer, brand image-maker, marketing planner and designer. He works with small companies and Fortune 500 companies who recognize the need to differentiate their products and services to stand out in a cluttered market. Ken is a highly visual, outside-the-box-thinker on advertising, branding and marketing—his work reflects his belief that “We buy with our eyes.” Ken writes and lectures on brands, design, images and brand development. www.Gasque.com
