Many business people think that ‘getting your name out’ through the media, word of mouth, and Internet is branding.  Getting your name out is good but it’s not branding.  Brand developers are looking for something that is more…something that sets you apart. Brand developers, what is your why?  Why does your brand do what it does?

Bridgestone, BF Goodrich, Goodyear, Pirelli, Continental Tire, Michelin, Kelly Springfield, Dunlop and UniRoyal are leading brands of tires. You have probably heard of them; and unless you work for them, do you have any feeling for or about them? What is their differentiation? Then is there a brand?

Branding is more than name recognition, logo, corporate colors, and a slogan. Brand essence is the mental image and feelings created when the logo is seen or the name is heard. A brand is conjured up by images, sounds, smells, touch, opinions and feelings. The brand is created and exists in the mind of the consumer.  A brand is what the consumer thinks it is.

How does your company appear in the mind of the consumer? Company size has little to do with brand.  Wal-Mart is big and profitable but not a strong brand.  Low prices are more often associated with commodities or operational excellence.

Many companies produce advertising that underperforms because the ads say. “Here’s what we do and here’s how we do it.  You should try it.” They are informative but they lack a reason to connect.

Ads that create brands are based on an understanding of the connection of the product or service to the mind of the consumer.  These ads talk about why we do what we do.

According to Simon Sinek, most computer companies say, “We make great computers. They’re beautifully designed, simple to use and user friendly. Want to buy one?” That’s how most of us communicate in our ads. We say what we do and how we’re different and better than our competitors. What and how are always boring. But Apple begins by telling us why they do what they do.

Apple says, “We believe in challenging the status quo. We believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use and user friendly. We just happen to make great computers. Want to buy one?” In other words, Apple sells you their belief system before they try to sell you their computer.

Apple was listed as the most valuable company in the world in the first half of 2014.  Apple’s iPhone revenue alone is bigger than Microsoft and their iPad revenue is bigger than Facebook.

In his TED talk, How Great Leaders Inspire Action, Simon Sinek says, “People don’t buy what you do; they buy why you do it. If you don’t know why you do what you do, and people respond to why you do what you do, then how will you ever get people to vote for you, or buy something from you, or, more importantly, be loyal and want to be a part of what it is that you do? Again, the goal is not just to sell to people who need what you have; the goal is to sell to people who believe what you believe. The goal is not just to hire people who need a job; it’s to hire people who believe what you believe. If you hire people just because they can do a job, they’ll work for your money, but if you hire people who believe what you believe, they’ll work for you with blood and sweat and tears.”

The tire companies are telling you about features and benefits.  And they are telling you how they do it.  But they are not telling you why they do it.  I bet they have a story to tell about what they believe and why they do what they do.

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About Ken Gasque

Ken Gasque is a brand image-maker, marketing planner and designer. Ken 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.