Personal Branding: We Are All CEOs (Part 2)

June 11, 2017/0 Comments/in Brand Profiling & Positioning, Brand Reputation, Brand Strategy, Branding, Personal Branding /by Lorraine Carter

In the second of a two-part post, we take a look at identifying your personal brand and maintaining it…and why personal branding no longer important just for celebrities or VIPs anymore.

To reinforce the message of this article Part 1, we reiterate: Everyone has a personal brand, whether they like it or not. To get the right personal brand so you can;

Align yourself more effectively with your corporate brand
Leverage yourself as an industry leader
Mitigate risk in your business
Get paid what you deserve!
Manage your reputation
Accelerate your career
Get headhunted

you must map it out, create it to your liking, develop it and then nurture it.

Personal Branding – When the Brand is You

When Does Personal Branding Begin?

Good question. Actually, you’re never too young to begin personal branding. In our example from Part 1 of this article, we introduced Ryan. Ryan is 5 years old, has nearly 8 million subscribers, is the top money maker on YouTube, and is currently attracting more than $1 million per month from advertisers on his channel, Ryan ToysReview.

Image via Ryan’s Toy Review – YouTube

Fair enough, Ryan has built spectacular audience numbers for his personal brand over a two year period. Having said that, it does mean he got started at age 3!

Related: Personal Branding: We Are All CEOs (Part 1)

Some of the biggest YouTube celebrities are super young and successful. If you’re fine with being just a little bit jealous, check out these 13 pint-sized millionaires covered in a 2014 feature in Business Insider.^[1]

ZayZay and Jojo, 5 and 7, are huge on YouTube with millions of subscribers and views of their videos

However, personal branding isn’t just about one’s social media presence and a sales channel. So many early life choices about ourselves — our preferences in clothing, grooming, friendship circles, sports, hobbies — are actually branding at work as we mature and learn about ourselves.

In his TEDx talk at the University of California at Berkeley, Tai Tran talks about his personal journey from “zero to infinity.” Born in Vietnam to street vendors, new to the USA at age 6, he explains the why of building a personal brand — that it’s not what you know, it’s who you know by growing your network — and how to achieve your goals.

School Leavers Personal Branding: Your Personal Statement, Your CV, Your Network

In our final year of secondary school, we’re made keenly aware that a whole new world awaits. Whether it’s crafting a personal statement for a university application or writing a CV for employment or volunteerism, we are already putting a stamp on a personal brand.

A network of peers and mentors further defines your personal brand. By the time you’re preparing to leave school, you are expected to have gathered some reliable references who are happy to testify to that unique brand which is you.

Finding the Personal Brand at Your Core

Two popular 20th-century theories, Myers-Briggs and The Colour Code, both related to personality types have been widely embraced by individuals, educational concerns, and employers for several decades. There’s still some relevance in both these last century approaches so these exercises may help you determine your personal brand.

Related: Personality Matters, Bring Your Brand to Life to Grow Your Profits

Introduced in 1962, the Myers-Briggs Type Indicator® identifies and describes 16 distinctive personality types based on preferences posed by 93 questions such as these.^[2]

Image via myersbriggs.com

Personality type combinations derive from your tendencies, as follows.

Favourite world: Do you prefer to focus on the outer world or on your own inner world? This is called Extraversion (E) or Introversion (I).

Information: Do you prefer to focus on the basic information you take in or do you prefer to interpret and add meaning? This is called Sensing (S) or Intuition (N).

Decisions: When making decisions, do you prefer to first look at logic and consistency or first look at the people and special circumstances? This is called Thinking (T) or Feeling (F).

Structure: In dealing with the outside world, do you prefer to get things decided or do you prefer to stay open to new information and options? This is called Judging (J) or Perceiving (P).

These possible personality type combinations derive from your gut-reaction answers:^[3] When you decide on your preference in each question, you have your own personality type, which can be expressed in four letters.

Back in 1987, Dr. Taylor Hartman created The Colour Code Personality Profile,^[4] based on the principle of four key personalities, which he then organised into colour groups for ease of identification.

REDS

Need to look good technically, be right, and be respected. They are strong leaders and love challenges.

BLUES

Need to have integrity and be appreciated. They are focused on quality and creating strong relationships.

WHITES

Need to be accepted and treated with kindness. They are logical, objective, and tolerant of others.

YELLOWS

Need to be noticed and have fun. They love life, social connections, and being positive and spontaneous.

Reds

Reds are motivated by power. They are decisive and assertive. They’re planners. Problem solvers, adventurous and restless, planning for what’s going to be happening in the future. They are also great at solving problems and fixing situations. Reds are natural born leaders.

> Examples: Mark Zuckerberg, Angelina Jolie, Lebron James

Blues

Blues are driven by connecting and building relationships. They can be rather controlling in wishing to ensure everyone else is connected also, creating a potential clash with reds who don’t want to be controlled. Blues are people pleasers who can take critical feedback if it means being a more likable person. Blues are loyal; they remember names, dates and events.

> Examples: Oprah Winfrey, Mel Gibson in “Braveheart,” Forrest Gump character

Whites

People whose core colour is white are driven by peace – they really just want to get along but are often misunderstood. They are logical, passive, accepting, truthful, and tolerant. They may need to be asked for an opinion think and will frequently come up with amazing ideas when prodded a bit. Whites can are happy to work independently and avoid confrontations.

> Examples: John Lennon, Mahatma Gandhi, Dr. Martin Luther King, Jr.

Yellows

Yellows are the fun lovers, optimistic, spontaneous social butterflies. They’re carefree and enjoying the moment. Yellows let baggage go, they can easily erase things and move on. They are very curious people, like to learn new things and ask a lot of questions. Yellow have magnetic charisma.

> Examples: Ellen deGeneres, Will Smith, the Genie in Disney’s “Aladdin”

Dr. Hartman’s theory is supported by a 45-question free quiz, found here, intended to help you identify your personal brand.

Different Types of Offline Personal Brands

Your personal branding begins with your name. Although choosing your birth name wasn’t your decision, so much of your personal brand — how you appear to the world — is completely within your control.

These are a few examples of highly effective “types” you may model yourself on.^[5] You may encompass one or more of them…indeed, the rare individual has something from all of these types.

As George Bernard Shaw said, “Life isn’t about finding yourself. Life is about creating yourself.”

Youthful Excitement: You are daring, spirited, imaginative and up-to-date
Authenticity: You are honest, genuine and cheerful
Confident: You are tough, strong, outdoorsy and rugged
Competence: You are reliable, responsible, dependable and efficient
Elegant Sophistication: You are worldly, cultured, charming and glamorous
Unique Persona: You are meticulous, independent, fearless and Persistent
Zen Master: You are conscientious, observant, intelligent and humble

Different Types of Online Personal Brands

Faced with the prospect of online personal branding, some people protest, “Hey, I’m just a regular person!” No worries, that’s a type of personal brand, too.

Still, others say, “I don’t go online that much.” Neither good nor bad, such a behavioural choice also reflects your personal brand, frankly.

Take a look at these seven basic types of online personal brand^[6] to determine where you fit.

1. The Content Creator

You’ve got talent. Whether your platform is YouTube, Instagram, Medium, your own blog or something else, you are known for producing terrific original content.

2. The Curator

Just like a museum curator, you assemble a collection of interesting stuff and share it widely. People follow you because you’ve got your finger on the pulse, even if you’re not the creator.

3. The Journalist

You can analyse and interpret without passing judgement. You’re part content creator and part content curator. You provide fact-based commentary and are a reliable voice; a go-to news source for your market or niche.

4. The Instigator / Critic

You play devil’s advocate and raise questions when other people don’t think to consider an alternative angle. You’re able to spark meaningful debate in your industry.

5. The Case Study

You’re the first to try things, an early adopter. People come to you as a good source to find out what works, what doesn’t, and why because they figure you’ve tested it.

6. The “Regular Person”

You let your personality shine through and it comes across as likable, genuine and authentic, even if you don’t consider your extraordinary in any particular field. Your brand is entirely built off you just being you.

7. The Industry Expert

You know your stuff inside and out. You’re widely considered a true professional in your niche and people turn to you for top notch advice.

Big or Small, Personal Brands Benefit From Care and Attention

Sure, life throws curve balls. But at the end of the day, you are the one responsible for making or breaking your own personal brand. No fabulous trophies or championship prize monies can do that on your behalf.

Related: Brand Sponsorships: The Best Ambassadors Are Already On Your Payroll

Tiger Woods: One of the world’s most successful golfers, a highly paid athlete and brand ambassador, has seen his brand fizzle under his own stewardship.

Related: Brand Crisis – How to Manage, Survive and Thrive

Case Study: Executive Chef Matthew Dolan

Executive Chef Matthew Dolan started working in kitchens as a dishwasher and a fry cook at age 14. In June 2016, his own top-class restaurant, 25 Lusk, was selected to host President Obama for a business leaders dinner in San Francisco.

Although Dolan humbly says, “I am a cook,” there’s a great deal more to it. Watch as Chef Dolan mentors Thunder, a former criminal, as a chef-in-training apprentice, changing the young man’s life in the process. The astute viewer observes that two personal brands are being shaped here.

Executive Chef Matthew Dolan and Thunder via TastewithKevin.com

Maintaining Your Personal Brand

It’s instilled in us from an early age that first impressions count and that we must maintain a good reputation. This applies to both online and offline interactions. Your personal brand is defined by your reputation, including other people’s perceptions of you, in everything you do, everyone you meet, everywhere to go.

If you want some direction mapping our your personal brand then take a look at our brand building programme called the Personality Profile Performer™. This online course takes you through all the key steps you need to consider in building your brand. You can watch a free course preview here.

Build Your Highly Successful Brand Using The Personality Profile Performer™ Programme with Lorraine Carter

Alternatively, if you want in-person professional direction and expert consulting support to build your brand and would like to discuss working with us then drop us a line to [email protected] or give us a call T: +353 1 8322724 (GMT hours 9:00-17:00). We’d be delighted to talk with you.

Controlling your personal brand must include awareness of your internet-based reputation. The management of your personal brand includes proper exposure across all internet “real estate.” Your professional website, social media profiles, photos, and published content should all reflect the brand promise you want to deliver.

Related: Brand Promises: How to Craft, Articulate and Live Them for Brand Success

Top 7 Tips for Developing and Maintaining Your Personal Brand

Fundamental to the process is your decision about exactly how you want to manage your social media outlets. Do you prefer to isolate Facebook for purely social reasons and use LinkedIn for your professional life? What about Instagram, Twitter, Snapchat, YouTube and more?

Photo: Ditch the sunglasses. Don’t use blurry images. Invest in a headshot that’s professional enough for your website and for LinkedIn A more relaxed profile image is appropriate for Facebook and other social media platforms whereas LinkedIn requires a more professional and groomed image — ladies don’t wear off-the-shoulder numbers on LinkedIn because it looks like you’re naked (unless that’s congruent with your personal and professional brand!) Pay attention to cover photo choices as well.
Profile: Craft an elevator pitch. Make it brief enough for Twitter or for shaking hands in person when you’re asked: “What do you do?” It is intended to support your personal brand and strengthen your brand recognition. Write a succinct and compelling personal biography.
Position: State your position. Reflect a personal brand philosophy that’s well defined and consistent in every piece of content that appears in connection with your name.
Website: Build a quality website. It’s one of the first places you’ll be discovered online. Keep it vibrant, up-to-date, interesting and a positive reflection of your personal brand.
Business cards: Ensure it’s consistent in messaging, language and design style with your other online assets, both social media profiles and website. Offer yours. It goes with a handshake, smile, and a look in the eyes. Even in the digital age, people still use business cards and yours should reflect your personal brand. It’s worth the extra effort and shows considered thought and preparation.
Privacy: Stay secure. Double check your privacy settings on all platforms. The default may be to share with everyone, including those you are not connected with, and this may not be your preference. Best advice: Don’t post anything you’ll regret, especially as online privacy settings are frequently changing and old posts aren’t easy to cleanse.
Network: Don’t hide. Make valuable connections. Join groups online and offline that reflect your interests and provide the right opportunities for supporting your personal brand and making connections within your niche.

Related: CEO Brand Leadership: How Vision Drives Brand Growth

Question to consider…

Is your personal brand the best it can be? Ask yourself the following six questions so you can evaluate, identify, develop and maintain your personal brand more effectively:

If your personal brand isn’t altogether clear to you, how can you make it clear to others?
How could you benefit from assistance in creating a personal brand?
Is your personal brand consistent across all platforms, both online and offline?
Have you set objectives for your personal brand?
How confident are you that your personal brand will achieve its objectives?
Does your personal brand need a health check?

Start auditing your brand here

^[1] http://www.businessinsider.com/these-9-young-youtube-stars-are-all-becoming-household-names-2014-10

^[2] http://www.myersbriggs.org/my-mbti-personality-type/mbti-basics

^[3] MBTI® Manual: A Guide to the Development and Use of the Myers-Briggs Type Indicator®

^[4] https://www.colorcode.com/choose_personality_test

^[5] https://www.linkedin.com/pulse/20140602153641-73005678-the-seven-types-of-highly-effective-personal-brands

^[6] https://www.inc.com/nicolas-cole/there-are-7-different-personal-brand-archetypes-which-one-are-you.html

Family Business Branding and The Secret Drivers to Brand Success

March 14, 2017/0 Comments/in Brand Personality, Brand Relevance, Brand Reputation, Brand Strategy, Brand Values, Customer Engagement, Entrepreneur, Family Branding /by Lorraine Carter

At his Tuscan estate overlooking Siena, Dr. Francesco Mazzei pours a glass of ruby red Chianti Classico while beginning to tell the story behind the distinctive label that represents several legacies: the name of his family’s medieval country house castle, the village hamlet, the family winery, and the year it was founded. “Castello Fonterutoli Mazzei 1435” wine is one of the acclaimed reds the Mazzei family has been producing for a remarkable 24 generations; in fact, in terms of family business branding, they’re one of the ten oldest family enterprises in Italy. Naturally, wine lovers are intrigued to hear more from the charismatic Marchesi Mazzei and eager to taste his time-honoured Chianti.

Image via Mazzei

Family Business Brands Drive the Economy

Family-owned and operated businesses come in all shapes, sizes, and ages. Yet they share the roots of a common attribute: quintessential authenticity. A family business brand has a distinctly personal voice and can uniquely build unparalleled trust. Trust underpins profitable brand growth because without trust customers won’t buy from you.

It’s critical to understand, whether your business is a family enterprise or not, branding is NOT marketing or design but the bedrock strategy supporting and directing your whole business so your brand strategy is fundamental to your business’s longevity and ongoing profitability.

Global management consultancies are wise to keep a keen eye on family enterprises. EY suggests that family business is the world economy’s “secret driver of success.” Their research library published a 2015 report undertaken with Kennesaw State University Cox Family Enterprise Center (Georgia, USA) indicating that: “The importance of family businesses to the global economy is undeniable. They account for more than two-thirds of all companies around the world, many of which are household brand names, and 50%–80% of employment in most countries.”^[1]

At the KPMG Family Business Practice Global Think Tank, the group’s CEO for France explains, “It’s a philosophy, it’s a spirit, it’s a backbone of our economy.” ^[2]

“Before the multinational corporation, there was family business. Before the Industrial Revolution, there was family business. Before the enlightenment of Greece and the empire of Rome, there was family business.” – William T. O’Hara, author, “Centuries of Success

We’re all busy so building the bedrock brand strategy supporting and directing your whole business to ensure it’s growth and sustained longevity may not be your top skillset. If you’d like professional branding input and want access to a detailed overview of what’s key in the brand strategy context to grow your business then get in touch? Alternatively book one of our transformational workshops, brand building intensives or masterclasses.

The Persona Brand Building Blueprint™ Mastermind empowers you to build your brand strategy, raise the visibility of your brand, reduce customer acquisition costs and position your brand as the №1 choice for your customers.

Build your standout brand at the Persona Brand Building Blueprint™ Mastermind with Lorraine Carter

Family Business Branding Has a Lasting Brand Message

“From our family to yours…” is a strong, positive, relatable and emotive message. Family businesses are proud of their companies and their families, with 76 percent of those reporting in the EY study saying they refer to themselves as a family business in advertising, websites, social media, press releases and other promotional material and brand collateral. ^[3]

Related: Design Is NOT Branding: 10 Things Every Business Owner and Entrepreneur Should Know

Nothing is more enduring as a family business than two hospitality examples from Japan. Zengoro Hoshi is the 46th generation boss of The Hoshi Ryokan, a traditional Japanese inn established 1,300 years ago.

Image via 663 Highland (Wikimedia CC 2.0)

The world’s oldest hotel is run by Fujiwara Mahito, the 52nd generation descendant to manage Nishiyama Onsen Keiunkan since the year 705, beside hot springs where travelling samurai and Shogun once stopped to refresh.^[4] In an interview with the KPMG Family Business Think Tank, Hoshi explains that both the family and the business core values are seamlessly expressed and impressed, “instilling the simple business motto in each new generation.”^[5]

Related: 7 Powerful Components Of A Lasting Luxury Brand

When success breeds success and astronomical growth and wealth occur rapidly in the span of one lifetime, keeping customers connected to core brand values is a strong message that the founder can embrace and project. Two powerful examples of self-made 20th-century patriarchs are seen here:

Family Business Branding Through Their Founders Can Embody Authentic Brand Values

1) IKEA – From humble beginnings, one of the world’s wealthiest individuals is the 90-year-old founder of the largest furniture store group on earth, as well as the second-largest charitable foundation. He eschews the trappings of wealth, living in his boyhood rural Älmhult municipality, where IKEA headquarters is located.

Related: Social Responsibility: How to Build a Socially Conscious Brand

As a boy, Ingvar Kamprad bought matches in bulk from Stockholm to re-sell via bicycle in the vicinity of his parents’ farm, Elmtaryd, in the small Swedish village of Agunnaryd. As a teenager, Ingvar expanded into seeds, pencils, wooden Christmas decorations and more items. Working at the kitchen table, he named his little enterprise IKEA, combining his own initials plus the farm name and the village name.

In the autobiographical “Leading by Design: The IKEA Story,” and in the resource “Ikea Bible,” founder Kamprad has emphasized that “wasting resources is a mortal sin at Ikea.”^[6] In his years at the helm of the budget-focused retailer, now run by his son, Kamprad pursued management by example, that is, emphasizing cost control. He has spoken of shopping post-season sales, flying economy class, driving a 20-year-old Volvo and encouraging staff to use both sides on a piece of paper.^[7]

2) Berkshire Hathaway – Another farm kitchen table entrepreneur empowered by his bicycle, a young Warren Buffett sold chewing gum, Coca-Cola bottles, and weekly magazines door-to-door in his native Omaha, Nebraska.

Ever thrifty at age 86, Buffett is currently ranked as the world’s third wealthiest person^[8], the legendary investor is grounded and approachable. He pays himself a modest salary of $100,000 annually and still lives in the Omaha home he purchased for $31,500 in 1958.

A voracious reader, Buffett practices his brand philosophy, frequently sharing advice with groups of college students to remind them that the best thing they can do is develop good qualities and habits early.^[9]

Family Business Branding Creates Meaningful Brand Differentiation

Nobody can weave a more engaging, authentic brand story than a family business, and this is key to one of a brand’s eight pillars: differentiation. The perceived distinctiveness of the brand instantly separates a family brand from its competition. These brand pillars are fundamental to success regardless of your brand sector, B2B or B2C — which has also been abundantly evidenced by our experience in working with small and large family businesses nationally and internationally.

Related: 4 Reasons Why Your Business Profit Starts With Your Brand Mission

How did a first-generation pioneer build a company from nothing to pass on to the next generation? What was the initial spark of an idea? These are the stories that inspire pride and loyalty among employees, customers, suppliers and the local community. Such wonderfully curated (and honest!) anecdotes can be as juicy and delicious as your grandmother’s time-honoured recipe for apple pie.

If birthright or marriage has made you lucky enough to inherit a family brand, or if you aspire to achieve a highly recognisable, memorable — and loved — brand name, our Personality Profile Performer™ Programme shows you how to build your brand so you become, or maintain number one place in your market — how to enhance your brand relevance and improve your profits.

Also, times flies and we are aware that family businesses must be astute about strengthening, re-evaluating and leveraging brand relevance while training and managing succession and growth over the next 5, 10, 15-plus years. If you want in-person professional direction to re-evaluate your brand and would like professional input then drop us a line to [email protected] or give us a call T: +353 1 8322724 (GMT). We’d be delighted to talk with you.

Examples of Intimate Brands in SMB/SME Family Business Branding

Family Business Branding, Goorin Bros. Hatmakers

Image via Goorin Bros. Hatmakers

What We Love: Vintage sepia tones and modern fashion shots merge on this American hatmakers’ website. It’s sprinkled with historical anecdotes, providing interesting insights into the family brand established in 1895 (I know anything over a century is almost ancient, by American standards!) Goorin Bros. is painfully aware that hats are no longer the mandatory accessory they once were. The website relates the compelling story of brand survival and interprets the castle logo design.

Image via Goorin Bros. Hatmakers

Takeaway: Cosy store interiors are decorated in vintage style, including an antique popcorn machine spitting out free samples, with highly personal assistance from the well-trained hat sellers.

Related: The Impact of Company Brand Culture On Driving Performance and Increasing Sales

Family Business Branding, Manor Farm Chicken

Image via Manor Farm

What We Love: More than 240 years later, one of Ireland’s oldest companies remains a family business. To establish an immediately personal connection to the brand, the website’s “Welcome Home” page features a seal of approval-style stamp reading “Irish Family Owned Since 1775.” It invites visitors for a glimpse behind the scenes to “Meet the Flock” of family farmer suppliers via their outdoor snapshots and to share the “Tasty News” recipe buddy.

Image via Manor Farm

Takeaway: Manor Farms engages their B2B and B2C audiences by using humour. Chicken Facts & Tips includes Q&A such as “Are the chickens really Irish?” and “Can a chicken fly?”

Related: From Zero to Hero: How to Become a Must-Have Brand

Family Business Branding Arnold Clark Automobiles

Image via Arnold Clark

What We Love: In 1954, Arnold Clark purchased a Morris Ten Four for £70 and, after many careful hours restoring the car to its original condition, sold it for a profit. The brand’s storyline is front and centre on the website where Arnold Clark proclaims itself “Europe’s Number 1 independently owned family-run car dealer.” One of Scotland’s largest companies, the family-owned firm run by its founder, whose story is a centrepiece for the brand. Sir Arnold is still in charge and has been joined in the business by his children and grandchildren.

Image via Arnold Clark

Takeaway: The Arnold Clark testimonial page tells the story in the customers’ own words and leaves no room whatsoever for anything but strong assurances about the brand’s commitment to integrity.

Related: How to Develop Your Brand Tone of Voice to Increase Sales

Family Business Branding, Massey Bros.

What We Love: Massey Bros. provide a really important service in one of the oldest services in society. They take care of you and your family in very distressing circumstances, the death of a loved one. They deal with death on a daily basis throughout the year. And yet their mission in dealing with death every day is to do whatever it takes to make the recognition and memory of your loved really special. Their mission is to Honour the Life of your loved one.

Massey Bros. is a business that can’t market itself like most others, they can’t overtly sell what they do, but they can share why they do what they do. Their purpose it what drives their big why and it’s one of the critical secrets to their success since the 1930s.

Takeaway: Testimonials that support the brand promise are featured throughout the website, which makes all the sense in the world in any business, especially one that requires utter all-encompassing care and total discretion.

Full disclosure: Persona Design worked with Massey Bros. on their brand revitalisation. You can read the case study here. In truth, haven’t worked with any other business which gets the amount of unsolicited thank you cards and letters that Massey Bros. get. They truly live their brand mission, like many other successful and very dedicated family businesses.

Family Business Branding, Sonderen Packaging

What We Love: The Sonderen tagline, “Packaging Solutions That Create Lifelong Customer Relationships” gets to the core of this family-owned B2B operation where we meet the second and third generation Mark, Matt, and Keva Sonderen, “Trusted Since 1963.” A complete folding carton manufacturer in Spokane, Washington USA, they do everything custom from design to finish, including inks, hard surface coatings, and die cut options.

Image via Sonderen Packaging

Takeaway: A video, “Want to Learn More About Who We Are” presents the passion behind the business, its growth from 8 to 140 employees and its recovery from a devastating warehouse fire to achieve a customer retention rate above 95 percent.

Questions to Ask Yourself About Your Family Business Branding

Have you identified your eight brand pillars and evaluated how they’re addressed from the customers and team internal perspective? These include elements such as your brand purpose, vision, values and personality.
Have you developed passionate storytelling about your brand involving personal bits and pieces about family members that pertain to building the company and have those authentic story nuggets been shared congruently across all your brand touchpoints?
Have you fully developed your standout brand messaging with its own unique personality, copywriting, language style and turn of phrase? Does your family business take full advantage of its brand messaging opportunities across all relevant brand collateral and media channels on and offline?
Have you developed and displayed a proud history timeline in the proper tone of voice to suit your brand?
Is there a cohesive branding message and visual language across every customer touchpoint, from website to logo, from uniforms, to colour palette and packaging, for example?
Has the company story been shared with employees? Is it featured in all new hire training materials? Have your team been fully brand inducted and is ongoing training a part of your brand culture for ensuring cohesiveness, strong morale, innovation, growth and longevity?

^[1] Global Data Points; Family Enterprise Statistics from around the World, Family Firm Institute, www.ffi.org/?page=GlobalDataPoints

^[2] http://www.kpmgfamilybusiness.com/family-business-contributors

^[3] http://www.ey.com/us/en/newsroom/news-releases/news-ey-family-business-is-the-world-economys-secret-driver-of-success

^[4] http://www.atlasobscura.com/places/nishiyama-onsen-keiunkan

^[5] http://www.kpmgfamilybusiness.com/worlds-oldest-family-inns-secret-succession

^[6] http://www.forbes.com/profile/ingvar-kamprad

^[7] Ibid.

^[8] http://www.forbes.com/profile/warren-buffett

^[9] http://www.forbes.com/sites/patbrans/2017/01/02/what-warren-buffett-and-ann-graybiel-advise-on-habits/#422723085d95

Brand Crisis – How to Manage, Survive and Thrive

September 13, 2016/0 Comments/in Brand Audit, Brand Auditing, Brand Audits, Brand Crisis, Brand Failures, Brand Health Check, Brand Relaunch, Brand Reputation, Brand Revitalisation, Brand Risk Management, Brand Risk Mitigation, Brand Strategy, Brand Values, Branding, Customer Engagement, Entrepreneur, Rebranding, Situation Analysis /by Lorraine Carter

The one thing every brand product or service can count on is that there is a brand crisis in your future. No brand is immune. And, because bad news travels fast (faster than ever, due to social media), time is of the essence.

When do you have a brand crisis on your hands? Whenever there are “unexpected events that threaten a brand’s perceived ability to deliver expected benefits, thereby weakening brand equity.” ^[1]

It’s a Brand Crisis: First Things First

Step 1: Damage Control

Whether Mother Nature or manmade forces are at work, it’s critical that no matter how robust a brand you have built, you do have a “just-in-case” plan on the Public Relations shelf. A crisis management professional will guide you on the immediate essential steps and basic principles^[2] of crisis management, and importantly, on your specific scenario.

From the very first moment that a sudden event, a mistake, or a piece of news impacts a brand negatively, savvy brand managers need to know:

what to do first
what never to say to the media
how to prioritize
what social media tactics are best

Step 2: Assessing the Brand Damage

According to the Financial Times, “When a brand crisis breaks out, consumers and other stakeholders (e.g., shareholders, the media, regulators) are likely to raise questions about the affected brand and why the crisis happened such as: who is to blame? Is the event likely to happen again? Is it true? What does the crisis signal about the brand?”^[3]

When the frenzy begins to abate, your brand requires large amounts of tender loving care. The central question to be answered relates to the prognosis and timing for recovery. That is, brand owners and managers need to analyze both the short-term and long-term effects of the damage caused by the crisis for complete, cool-headed consideration.

Step 3: Short-Term Brand Damage

Assuming no loss of life or property, your short-term considerations are typically:

sales
consumer confidence
an attack mounted by opportunist challenger brand(s).

Therefore, the task is to recover revenue, earn consumers’ trust, and deal with competitors in the right way.

A silver lining comes from gaining positive lessons learned from a negative experience…it’s never more important than when one’s “dirty laundry” has been on display for all to observe.

Nevertheless, a brand audit followed by a refresh or re-branding may very well be in order at this critical moment.

After the Brand Crisis: Getting Back to Normal

Step 4: Long-Term Brand Damage

A crisis is a harsh teacher and requires cool heads to respond rationally to an irrational situation. Ultimately, every crisis has a resolution.

How a brand deals with a crisis during the short-term damage control step will have a lasting effect on its reputation in the long-term, where it matters most. Indeed, that behaviour becomes a benchmark for the brand as conversations in the public sphere revolve around the brand’s handling of the event.

Because every situation is different, it’s impossible to say how long after the initial crisis occurs that step 4 will begin. It could be days, weeks, or months. Experts agree, “The scale and duration of this impact depends on a number of factors, including a brand’s track record and established consumer goodwill, as well as how quickly brand custodians respond to the crisis.” ^[4]

If you need to evaluate your brand’s vulnerabilities, weak points and areas in need of change then now is the time to use the Auditing Analysis Accelerator™. It’s an online programme that walks you through, step-by-step, the process of giving your brand an audit. A critical management tool in every brand owners arsenal.

Step 5: The Problem Gets Fixed

In a widely shared 2005 op-ed published by the Wall Street Journal^[5] following the devastating Hurricane Katrina, the former chairman of General Electric presented his thought leadership memo about the five stages of a crisis. According to Jack Welch, the fifth and final stage in crisis management is when the problem gets fixed.

A benefit derived from a crisis is that it lets us know where things are broken and can help us to identify solutions so that future similar crises may be avoided. But this benefit applies only if we take the appropriate steps to learn those lessons and to apply that wisdom to our brand.

It’s mandatory to undertake the post-crisis approach strategically. In the words of Jawaharlal Nehru, statesman of India, “Every little thing counts in a crisis.”

What Now For My Brand?

As a branding expert, Persona Design can provide insights and advice about getting your brand back to ship-shape by determining:

Whether the original brand strategy needs adjustment
How to create a new brand promise
To what extent the brand can recover
Whether a brand refresh is appropriate
Does the brand need repositioning?
Whether a re-branding is required
What a re-branding should look like

This process begins with a detailed brand audit focused on recovery. This procedure determines your brand’s market position versus competitors, identifies where brand strengths and weaknesses lie, reveals inconsistencies and opportunities for improvement, and flags new developments.

Option 1: A Brand Refresh

In the wake of a crisis, a refreshed brand must create and clearly communicate new company values.

Option 2: A Re-branding

A brand audit will determine whether the brand can survive. Some brands, including large ones like Arthur Andersen (now Accenture), cannot survive a deep crisis.

Calculated and deliberate brand re-building to repair brand reputation is not a frivolous process. It requires a serious and thoughtful strategy based on customer perception, behaviour and values.

Let’s look at five types of crises that commonly occur in a small-to-mid-sized company and use illustrations found within larger corporations. Note that the strength of a brand image will mitigate damage in crisis aftermath, with smaller brands being more vulnerable than these household names.

A Bump in the Road for Brands

1. Product Failures

As a small-to-medium retailer, you can be caught up in a failed product originating with one of your suppliers. It’s a costly headache for retail management having to refund customers’ money, give them replacements, deal with the supplier, while hoping the problem doesn’t get any worse or rub off on your own brand. When a product failure occurs, you may benefit from professional brand reputation management.

Example: Due to six fatal incidents, millions of unstable dresser units have been recalled by IKEA^[6], which is responsible for their own supply chain as manufacturer and reseller. This product recall is one of 17 for IKEA in 2015 through mid-2016.^[7]

IKEA Malm dressers (IKEA Corporate News website)

Result: Surveys indicates that the world’s largest furniture retailer’s reputation is hit hard, but the brand will survive, according to experts like Stephan Shakespeare, founder and CEO of YouGov, who writes in July 2016, “The good news is that IKEA’s overall Value Score remains relatively untroubled – in the UK at least. While this remains the case, IKEA can be assured its offering will continue to be popular…IKEA should be thankful that it has such a strong brand image, and indeed one that people around the world have a connection and loyalty to.”^[8]

Image via Buzz Score (YouGov)

2. Brand Embarrassment

Keep your clearly defined brand values front and centre in the mind of the customer. If something embarrassing does occur, seek advice from a professional branding agency to prevent customers from expressing dismay with their feet and their wallets.

“People buy a brand because it says something about who they are and what they believe in,” according to Deborah MacInnis, PhD, a professor of marketing at the University of Southern California Marshall School of Business. “If there’s a brand that does something bad, people feel betrayed but also feel that wearing it would signal that they agree with the values of the company.”^[9]

Example: High priced teen apparel brand Abercrombie & Fitch lost its status as darling of the Millennials when the CEO made disparaging comments about customers who didn’t fit the store’s skinny sizing. An employee with an eating disorder gained 68,000 petition signatures and an apology.

Result: Sales have been impacted to the degree that store closings are the only option. The brand continues to close sizeable chunks of its portfolio of (previously) 946 U.S. store locations.

Image via Fortune, source Abercrombie & Fitch filings

3. High Profile Dishonesty

Just one untruthful comment by one top executive can negatively affect a brand. This can be particularly disruptive for service brands where the emphasis is on people. A renewed brand promise will help get things back on track.

A Canadian-based digital strategy specialist writes, “Brands aren’t heartless, mindless, soulless, brick and mortar stores. They are built by people. And no customer wants to associate with brands that comprise of unscrupulous, unreliable people. Honesty is always number one on buyers’ desirability index.”^[10]

Example: After a 22-year career, NBC’s former national news anchor, Brian Williams, lost his job after exaggerating a report about his experience on the front lines in Iraq.

Result: With a quick response from NBC, a Williams apology, and a seven-month suspension for its news anchor, the network weathered the storm around trustworthiness. The popular news announcer who had enjoyed a 10-year, $15 million/year contract was brought back on air, albeit with a demotion to the network’s related cable brand, MSNBC.^[11]

4. Broken Brand Promises

In the consumer’s mind, Whole Food stands for healthy eating, responsibly grown, and high quality standards, so that shoppers can buy with confidence around issues they care about.^[12] A series of giant consumer let downs have occurred. Whole Foods Market, Inc. is big enough to fund their own newly hired full-time professional global VP to handle post-crisis brand strategy.^[13]

Example: Whole Foods dropped the ball on their own brand promise. Last year, Whole Foods was found guilty of price mischarging from California to New York. In another salvo at Whole Foods in June 2016, the U.S. Food & Drug Administration issued a series of safety standard warnings^[14] regarding fundamental cleanliness standards.

Result: Consumers were unimpressed when Whole Foods responded with a video from the company’s CEOs. People reportedly found the performance insincere, punctuated with the kind of overt gesticulation that students of body language are trained to spot. No discount was offered to entice customers back. Share prices for Whole Foods Market, Inc. have depreciated 25 percent in 12 months^[15] and they’re pivoting to an ancillary brand, a smaller store with less selection, called 365, aimed at Millennials.^[16]

What happened to “The Customer is Always Right”? Harry Gordon Selfridge may have overdone customer service with that mantra back in 1909. However, when a business’s explanation is open to interpretation as “we’re sorry we got caught,” you can be sure that savvy consumers aren’t buying it.

Image via YouTube

5. Scandals

When internal and external brand values are out of alignment and don’t match, the result can be devastating. FIFA, Volkswagen, Sports Direct, Chipotle, Bill Cosby, Ryan Lochte. And now Wells Fargo, one of the world’s largest banks (with a comfy Old West stagecoach brand image) was fined $185 million and released 5,300 when a fabricated bank account scandal broke.

Image via Mirror UK

Example: For Findus, 50 years in the UK grocer’s frozen food aisles, it was one scandal too many. Following the uproar of 2013, when the beef lasagne was found to contain 60 to 100 percent horse meat, the product was pulled and the brand was sold. Time did not heal, as it became known that the brand had been served in 2,300 schools, hospitals, prisons, armed forces and senior housing,

Result: From spring 2017, the Findus brand is no more.^[17]

Are you struggling with how to reposition your brand, rebuild your brand values, improve your brand promise — make your brand standout for the right reasons so it’s memorable and distinctive in ways that make it much loved? Then the Personality Profile Performer™ online programme is a perfect fit for you. Enroll today and make your brand highly visible and loved.

Questions to ask while reinforcing or rebuilding your brand:

• How strong is your brand reputation?

• What problem does your brand solve for its customers?

• Are your brand values clearly defined and communicated?

• How does your brand deliver on its promise?

• How do your employees, partners, vendors, suppliers and owners view your brand?

• When was the last time you conducted a brand audit?

^[1] http://blog.ebiquity.com/2015/07/why-it-pays-to-take-the-drama-out-of-a-crisis

^[2] Bendel, Peggy. “It’s a Crisis! Now What?” SutherlandHousePublishing.com, 2012.

^[3] http://lexicon.ft.com/Term?term=brand-crisis

^[4] http://blog.ebiquity.com/2015/07/why-it-pays-to-take-the-drama-out-of-a-crisis

^[5] http://www.wsj.com/articles/SB112666533279540108

^[6] http://www.ikea.com/us/en/about_ikea/newsitem/062816-recall-chest-and-dressers

^[7] http://www.ikea.com/us/en/about_ikea/newsroom/product_recalls

^[8] https://yougov.co.uk/news/2016/07/06/ikeas-drawer-debacle-wont-destroy-uk-image/

^[9] https://mic.com/articles/130147/researchers-are-now-able-to-measure-just-how-embarrassing-an-uncool-brand-is#.T70A15Xkv

^[10] http://www.business2community.com/branding/4-reasons-dishonesty-can-kill-brand-faster-bad-strategy-01084600#5XME1zbb2yep2m34.97

^[11] https://www.washingtonpost.com/lifestyle/style/at-long-last-brian-williams-is-back–humbled-and-demoted-to-low-rated-msnbc/2015/09/21/ea423408-6077-11e5-b38e-06883aacba64_story.html

^[12] http://www.wholefoodsmarket.com/mission-values

^[13] http://www.vanityfair.com/news/2016/09/brooke-buchanan-theranos-whole-foods

^[14]http://www.fda.gov/ICECI/EnforcementActions/WarningLetters/2016/ucm506089.htm

^[15] http://www.investopedia.com/articles/markets/062016/what-whole-foods-latest-woes-mean-stock-wfm.asp

^[16] http://money.cnn.com/2016/07/27/investing/whole-foods-earnings-july

^[17] http://metro.co.uk/2016/01/31/goodbye-findus-crispy-pancakes-brand-dogged-by-horsemeat-scandal-is-to-disappear-5654449/

What Brands Can Learn From Political Campaigns

August 31, 2016/0 Comments/in Brand Personality, Brand Profiling & Positioning, Brand Promise, Brand Relevance, Brand Reputation, Brand Story, Brand Strategy, Brand Values, Brand Voice, Branding, Challenger Brands, Disruptor Brands, Personal Branding, Storytelling, Sub-Branding, Sub-Brands /by Lorraine Carter

The races for 10 Downing Street and the White House highlight universal lessons in brand strategy for keen observers. As a brand, there’s none more emotive and powerful than a prime minister or president of the United States.

The time period available in politics for building a party platform, selecting leaders, and creating a campaign is much shorter, and consequently more intense, compared to all other arenas of brand building.

Nonetheless, just like the smallest of brands, the candidates must build that essential emotional bond whether through shaking hands, kissing babies or connecting with consumers at every single touchpoint in a way that’s relevant to them to earn every single vote. As students of brand marketing, the highly focused, condensed time frame and intense process of building a brand to attract voters — similarly to gaining customers — is rich in takeaways for businesses of any size.

US President Barack Obama and Prime Minister Justin Trudeau – (Public Domain)

Brand Vision: Differentiation is Everything in Brand Strategy

How many times have you heard someone say, “I’m not voting…all politicians are the same.” Political campaigns remind us that clear brand differentiation is key if you are to capture your audience’s attention, imagination and support. In politics that vision is policy; in branding that vision can be whatever you choose…as long as it’s undeniably clear, relevant to your primary audience and expressed in easy to understand language that resonates with them.

Image via hillaryclinton.com

Explain your brand vision. Paint a picture of what the world could look like and how others can be part of that when they buy into the vision of your brand. This must be a really bright North Star that shines for your audience and attracts word-of-mouth referral time after time.

Listen as US President Franklin Delano Roosevelt delineates four essential human freedoms. FDR’s “Four Freedoms” speech leaves no question regarding the nation’s vision, “attainable in our own time and generation,” on the eve of US involvement in World War II.

Listen as John F. Kennedy takes just 30 seconds to articulate his vision in the 1961 inaugural address, speaking first to Americans and then to fellow citizens of the world.

Healthy Brand Competition

In sales training, we’re taught to emphasize benefits; trashing the competition is not the right approach. Some politicians are known to be terrible at this. Instead of articulating an optimistic vision, candidates often tell you how lousy the incumbent and/or the competition is. Arguably some consider Donald Trump to be the champion of insults — a skill he developed on reality television and honed in debates — which doesn’t always translate so well in real life.

To get out the vote, that political position must be communicated across all stakeholders: volunteer voter registration workers, doorbell ringers, call centres, college campus activists, hundreds of regional election headquarters, social media gurus, data experts, staffers, media and the public. To gain customers, that brand message must be reflected at every touchpoint and resonate with current buyers, prospective buyers, suppliers, vendors, distributors, every employee, shareholders, investors, and the CEO.

In the absence of articulating and sharing a compelling brand message, disinterest develops, or even cynicism and mistrust. In politics, this translates into divisiveness, fear, insecurity — and a landslide for the opposition. For a brand, it means that reputation suffers and sales decline.

You Are Your Brand

The brand called YOU is a multi-layered lesson we can learn (both good and bad practices) by watching the political stage during an election cycle. Certainly, public opinion can be influenced by the packaging: takeaways like Hillary Clinton’s pantsuits and Donald Trump’s unique hairstyle make an indelible mark, as with any brand.

Meryl Streep as Donald Trump – (@simply_the_best_ms on Instagram)

Also, brand marketers can observe how politicians use tone of voice, choice of words, truthfulness, authenticity, facts, listening skills, presentation style, distribution channels, frequency, inspirational metaphors, storytelling, consistency or lack of it, and more to make connections and grow audience. On occasion, they provide examples of what NOT to do.

Everyone involved has a chance to be a brand that is worthy of notice via its most important asset: People. Motivated, enthusiastic, hard working, smiling, clever and talented people make all the difference.

Know Your Brand’s Target Audience

Skills and insight go into knowing and understanding your target audience so you can speak their language, tap into their attitudes and values, and build a simple, strong compelling message that they find irresistible. That magnetism factor is a really important part of successful brand building. It’s one of the critical tools used for mapping out your different customer types in what we call Purchaser Personas.

In fact it’s one of the key elements in our brand building programme called the Personality Profile Performer™. You can’t attract the attention of your ideal audience and sustain their interest if you don’t know them intimately — their needs, wants, loves, hates and aspirations. Every business has a minimum of two and up to twenty different customer Purchaser Personas which provide the critical insights and direction for how your brand can speak to your customers — winning their hearts and minds on their terms — so you can grow your business.

The mechanisms of polling, precincts and predicting are complicated. We leave that to the experts. Nonetheless, you’ll hear news commentary about politicians of all political persuasions “appealing to their base” and/or “broadening the base.”

As in branding, the articulation of mission, values, and promise are essential. Communication with target audiences to understand their likes and dislikes is the first step, however talking to the base over and over doesn’t bring in a single new vote. Brand expansion while maintaining brand loyalty with a core audience is the name of the game in politics as in retailing and other customer verticals.

Brand Messaging Cannot be Overrated

The importance of driving powerful brand impact is what Donald Trump might call “H-U-U-U-G-E” because connecting at a deep emotional level moves people strategically and emotionally. The intensity of the brand message is what makes it stand out; the authenticity of the brand message is what makes it stick.

How you communicate with your audience and what message you bring is what keeps audiences loyal and strengthens bonds. As with any branding strategy, placement, delivery, frequency and tone of voice matter. It’s so easy to turn people off with too much noise and overexposure.

In America, where the election process rolls out over two years and intensifies as election day draws nearer, this skill must be managed and sustained over weeks and months, just like a brand must do in the broader marketplace.

Image via donaldjtrump.com

Brand Storytelling Matters

It is critical to stay true to your brand’s DNA and not get lost, unglued, or disconnected. We’re conditioned that way. When a child asks you to read their favourite bedtime story, they’re anticipating the same story with the same ending.

Politicians are famous for the brand disaster known as a flip-flop on issues, and it can cost an election or tank sales. Whether in the political arena or in branding, there’s simply no room for inconsistent storytelling. It kills believability and trust.

The big why behind the brand story challenges us to build stories that promote something for the greater good. With vision, we can create and communicate a loveable brand, or a sustainable brand, or a socially responsible brand, or a caring, charitable brand…just like building a personality that people will vote for.

Sub-Branding Opportunities and Risks

Sometimes brands create sub-brands to serve expansion goals, as in Coors and Coors Light or American Express and the American Express Gold and Platinum Card. The risk is that sub-brands can detract from core brands, using precious time, energy and resources. Secondly, the sub-brand reputation reflects on its parent brand; the overall customer message can become diluted or compromised.

To minimise or eliminate risks, we recommend taking professional branding advice if you’re considering sub-branding to avoid costly mistakes. Planning your brand structures in the form of new or additional related or unrelated products or services, also known as brand architecture, is a critical part of the strategic planning and brand building process. We’ve seen this play out recently on the political world stage. Brand expansion must be taken seriously to protect core brand values. However, adding Alaska Governor Sarah Palin to John McCain’s 2008 ticket diluted the brand.

When Hillary Clinton undertook a six-month vice presidential vetting process, the selection was received quite differently to when Britain’s new Prime Minister Theresa May selected dropout candidate Boris Johnson as foreign secretary in an overnight surprise. The former London mayor’s brand image is reportedly lacking in the required decorum associated with such an important role according to other world leaders.

“My chances of being PM are about as good as the chances of finding Elvis on Mars, or my being reincarnated as an olive.” – Boris Johnson [1]

The Appeal of Disruptor Brands

What did brand managers learn from Bernie Sanders during the 14-month lead up to the Democratic Convention, when the challenger was the Millennials’ poster boy, a lovable white-haired grandfather, small-town Vermont Senator?

It takes time and resources — generally a year or so — for any challenger brand to successfully disrupt.

A clearly and passionately articulated brand vision should be communicated over and over again.

This candidate’s storytelling remained on message (since his youth), establishing strong authenticity, trust and delivering no surprises.

Bernie Sanders successfully reached a broad audience through brand activation and personal engagement. While pre-imposed deadlines brought his campaign to an end, the branding strategy was successful.

Watch what happens when a little bird lands on Bernie Sanders’ podium during a speech. The crowd goes crazy and the candidate turns the moment into an articulation of his vision, “No more wars.”

Consider these questions:

Is your brand vision well developed and clearly communicated?

Have you shared your brand vision with all stakeholders?

Is your brand failing to connect and perhaps in need of a rebrand or brand refresh?

Do you and your employees passionately personify your brand?

Is your brand story clearly articulated across multiple customer touchpoints?

Are you considering sub-branding as a strategy for brand expansion?

Are you a brand challenger with a clear point of differentiation?

[1] http://www.telegraph.co.uk/news/politics/london-mayor-election/mayor-of-london/10909094/Boris-Johnsons-top-50-quotes.html

Brand Flops: 5 Lessons Brand Managers Can Learn From Epic Brand Failures

July 12, 2016/0 Comments/in Brand Ambassador, Brand Audit, Brand Auditing, Brand Champions, Brand Failures, Brand Relevance, Brand Reputation, Brand Research, Brand Risk Management, Brand Risk Mitigation, Brand Strategy /by Lorraine Carter

Successful branding is not easy. That’s why Coca-Cola, Sony, Microsoft, Ford, Colgate-Palmolive, McDonald’s and more — a few of the world’s biggest brands — have been responsible for some giant-sized branding flops.

In 1957, the introduction of the Edsel by Ford Motor Company was such a big failure that the name “Edsel” has become synonymous with “huge marketing failure.” In fact, Microsoft founder Bill Gates has singled out this example as one of his favorite case studies in what not to do.^{^[1]}

In each of the following cases there are numerous reasons for each of these famous brands falling short. In quite few a thorough brand audit would have flagged up some of the risks before they became text book flops.

Let’s take a look at how Ford Motor Company, Coca-Cola, Apple, and other famous names have taught us that even the best brands can perform some of the biggest belly flops ever, providing us with a look at pitfalls to avoid and lessons to be learned.

Lesson #1: Brands Must Understand Customers Needs, Wants and Behaviours

Edsel

In 1955, in America’s motor city of Detroit, Ford’s gas-guzzling Edsel automobile was on the drawing boards. Meant to be the full-sized answer to fill every American suburban dream, they named the car posthumously after Henry Ford’s son.

However, by the time this full-sized automobile was launched in 1957, consumer preference had shifted toward compact cars — a shift that was cemented by a stock market dive. Positioned as the car of the future, Edsel was overpriced, over-hyped and entirely the wrong car at the wrong time. Production was ceased within two years in the costliest mistake American industry had ever known.

1958 Edsel – Henry Ford Museum, Credit: Michael Barera, Wikimedia Commons 2.5

Coca Cola

In the 1980s, nobody considered the branding of fast-moving consumer goods under the category of apparel, other than as corporate giveaways or inexpensive T-shirts and baseball caps. Yet, Coca-Cola agreed a merchandising deal to create an upmarket fashion line of Coca-Cola Clothing designed by a young, unknown Tommy Hilfiger.

First sold at an Upper West Side New York City store called Fizzazz, the in-store marketing revolved around a soda counter shopping experience, an interactive video screens, and hole-in-the-wall credit card machines called Eric that didn’t appeal to consumers.^{^[2]} Instead of print catalogues for its mail order distribution, Coca-Cola Clothing distributed free CDs bearing a message that tried hard to connect the soft drink and the clothing. It read: “Pop this cassette open for a sparkling, carbonated fashion video.”

Coca Cola print ad from the 80s (Credit: 237, eBay Store)

The concept was ahead of its time, even for trendy Manhattan audiences; only five of the 650 planned stores ever opened. The Hong Kong-made clothing felt cheap to the touch, featured a poorly designed fit, and the whole thing fizzled out fast.

Apple

Apple, too, once had a momentous flop in 1993. In those days, business cards and a Filofax diary were the tools of networking and time management. Apple tried to change all that by introducing a bulky Apple Newton handheld PC device which debuted at the Computerworld convention.

Apple Newton (Credit: Ralf Pfeifer, Wikimedia Commons 3.0)

The world wasn’t ready and the product wasn’t right. Starting at $700, some said it was too expensive, others said too chunky, and everyone agreed it was very poor at reading the handwriting that people made using its stylus. Later versions of personal digital assistants (PDAs) by Apple competitors were enhanced, more broadly accepted by consumers, and sold far better.

Lesson #2: Brand Purpose Must Stay On Point

Brand extensions can be a tricky business. Colgate, Cosmopolitan magazine and Harley Davidson have clearly demonstrated what not to do. It’s difficult to imagine how some of these rather odd multi-million dollar spin-offs made it out of the boardroom, but they did.

Colgate

Colgate is a toothpaste; it promises pearly whites and fresh breath. Yet, in 1982, the toothpaste brand launched Colgate Kitchen Entrées, looking to capture the market in frozen ready-to-eat meals.

Colgate Kitchen Entrees (via Marketing Directo, Madrid)

Why? Minty toothpaste and frozen peas? This mind-blowing branding concept was as unappealing as its packaging and promptly headed straight for the consumer graveyard, but not before hurting sales of Colgate toothpaste.

Cosmopolitan

In 1999 there was another weird marketing leap by the leading international women’s fashion magazine. Cosmopolitan introduced a line of yogurt on the already crowded refrigerated supermarket shelves.

Cosmopolitan yogurt (Credit: Marketing Week)

Pricing it above the competition and calling it “sophisticated and aspirational,” this misguided off-message product line included Cosmopolitan Light Soft Cheese and Cosmopolitan Fromage Frais. If the brand strategy was, “Cosmo can sell anything,” consumer reaction said that they got that wrong.^{^[3]}

Harley Davidson

In 2000, Harley Davidson famously crashed into a wall when it went too far off centre with its drive into branded cologne and aftershave. In hindsight, critics point out that customer audience research and some well developed purchaser personas would have indicated that Harley rider brand values are not focused on smelling divine.

Image via aazperfumes.com.br

Obvious? It’s hardly a surprise that these brand values include: freedom, authenticity, masculinity, toughness…and have absolutely zero to do with wanting to smell charming.^{^[4]}

Lesson #3: Brands Must Not Get Lost in Translation

American companies in particular have a long and checkered history of making blunders beyond their ethno-centric shores. General Motors, Pepsi, General Mills and Revlon are among the brands to have messed up on the world branding stage.

Even in the increasingly global marketplace, regional and national differences in traditions, cultural norms and taboos still matter greatly. Well-known translation examples fill the pages of business school case studies.

General Motors introduced the Chevy Nova in Mexico, which translates as “It doesn’t go.” Coors Beer messed up the translation of the tagline, “Keep It Loose” into Spanish as “Suffer from Diarrhea.” In Taiwan, “Come Alive With Pepsi” was interpreted as “Pepsi Brings Back Your Ancestors From the Dead.”^{^[5]} Scandinavian vacuum manufacturer Electrolux launched an American ad campaign with, “Nothing sucks like an Electrolux.”

Kellogg’s

Occasionally, deeper cultural gulfs are breached at great expense. In 1994, Kellogg’s invested $65 million introducing its Corn Flakes breakfast cereal to the massive consumer market in India. However, a light breakfast is not the way Indians prefer to start their day.

Cornflakes (Credit: fir0002/Flagstaffotos, Wikimedia Commons)

Furthermore, hot milk on cornflakes (using cold milk was unthinkable to the Indian consumer) turned the product instantly soggy.^{^[6]} Pursuing cold drinks, Nestlé fared no better with the idea of iced tea in India.

Revlon

In Brazil, Revlon launched its top-selling Charlie perfume featuring the floral scent of camellias. Since camellias are that nation’s funeral flower, Revlon’s effort was obviously wasted. Money wasted, reputation damaged, the LA Times reported in 1999 that Revlon unsuccessfully sought a buyer for their struggling Latin American businesses.^{^[7]}

Lesson #4: Brands Must Evolve With the Times and Stay Relevant

Eastman Kodak

Kodak is a prime example of a legacy brand and market leader which did not keep pace with emerging technology.

In this case, it was the move from film to digital that outdid the brand. Founded in Rochester, NY in 1888, Eastman Kodak Company sent cameras to the moon, encouraged loyal consumers to capture personal “Kodak Moments” for decades, and employed an extended family of 70,000.

Ironically, filmless photography was invented by Steve Sasson, a Kodak engineer, in the mid-1970’s. “It could have been Kodak’s second act,” reported The Street in its article “Kodak: From Blue Chip to Bankrupt.” Instead, Kodak filed for bankruptcy in 2012.

Lesson #5: Choose Your Brand Ambassadors Carefully

Putting your money where someone else’s mouth is can lead to trouble, as demonstrated by brand after brand, including market leaders like Hertz and Nike. Leveraging a CEO, an employee, or a celebrity ambassador as the face of a the brand is a risky business strategy due to the unpleasant surprises that can — and do — crop up.

Hertz

As the very prominent longtime spokesperson for Hertz Car Rental, National Football League hero O.J. Simpson, known as “The Superstar,” had a locktight association with the brand.

The handsome, popular football running back was featured in a TV commercial dashing through airports to get to the Hertz rental counter. A decade as the face of the brand came to a screeching halt in 1994 when he was accused of the murder of his wife and a friend in an internationally publicized criminal trial.

Nike

In 2009, when pro golfing champion Tiger Woods was embroiled in a high-profile sex scandal, Nike suffered for having had him as their brand spokesperson. In a YouTube video aimed at damage control, Nike has Tiger’s father asking him what he was thinking.

The awkward video has had more than 4 million views but raises more questions than it answers. Nike’s bad luck continued with other disgraced sports figures: Lance Armstrong and Oscar Pistorius.

According to an article from London’s Cass Business School, personal circumstances are impossible to predict and extremely difficult to mitigate risk. The lesson learned is “to cut the ties between the brand and the brand ambassador as quickly as possible.”^{^[8]}

In all cases perhaps one of the biggest learnings is you should most definitely conduct a brand audit to evaluate your brand’s weak spots and identify new areas for innovation and growth before rushing headlong into a new venture.

Five Questions to Consider:

Do any other epic flops come to mind, and if so, do you think one of these five reasons accounted for the failure?

Would you say that having a popular brand ambassador is worth the risk?

Can you think of other branding examples where a thorough brand audit and proper market research could have avoided a huge mistake at great cost?

In addition to Kodak, what other brands lost their way by failing to use brand audits, purchaser personas or keep up with rapidly changing consumer preferences in the 21st century?

Which do you think are the world’s top 10 most valuable brands in 2016…and why?

Eleven Branding Lessons: Keeping a Sharp Eye on Your No.1 Asset

April 19, 2016/0 Comments/in Brand Audit, Brand Auditing, Brand Audits, Brand Collateral, Brand Health Check, Brand Name Creation, Brand Name Origination, Brand Personality, Brand Relaunch, Brand Relevance, Brand Reputation, Brand Research, Brand Risk Management, Brand Risk Mitigation, Brand Strategy, Branding, Customer Engagement, Rebranding Mistakes, Situation Analysis /by Lorraine Carter

Once the heavy lifting in creating your brand is done, basic care and ongoing maintenance to preserve and protect it must not be overlooked. “Nurture your brand as you would a child,” says brand expert Jagdeep Kapoor, author of the bestselling “Twenty-Four Brand Mantras.” Just like all living things, a brand requires nurturing to remain healthy and to grow.

From creation through to end-of-life, a brand can encounter unexpected challenges arising from all sorts of corners, not just from the competition. From a poorly planned campaign to a corporate takeover, and from an outspoken CEO to a badly chosen name, a few examples that made recent headline news are worth a closer look to form takeaways and lessons learned for brand owners and managers everywhere.

Case Study: Rhode Island Is Not Iceland – Tourism Campaign Has Too Many Mistakes, Says Governor

America’s smallest state ought to know that details matter. When Rhode Island set out to create its new $5 million integrated tourism and new business promotion campaign, big guns were brought in. Who better, you might think, than Milton Glaser, the graphic designer who created the iconic I ❤ NY campaign?

Lesson #1: Politics matter! Milton Glaser and Havas PR North America, chosen for the PR contract, are New York City firms, not Rhode Island firms.

The newly launched campaign featuring a slogan “Cooler & Warmer” left many people cold…and guessing. What does it mean, they queried across social media channels. One Commerce Corporation board member said he saw “no emotional connection” and “no personal brand to the state or the people.”[1]

An ATOM Media executive in Providence, RI said, “Usually a slogan is something that people know instantly and understand. I think the fact that you need to explain it could be a little problematic.”[2] That sentiment was echoed by the owner of a Newport, RI marketing and graphic design agency, who said the slogan, “Doesn’t make any sense to me. In order to create a good tagline you have to have a brand strategy.”[3]

Lesson #2: Brand strategy comes before name, tagline and logo creation.

Lesson #3: Graphics must reflect and express a brand’s persona, and that must be one that resonates with people, not one that needs to be explained.

Lesson #4: Social media matters! A tagline containing a special character or symbol (such as the ampersand in Cooler & Warmer) won’t function as a hashtag[4]. Ever.

That wasn’t all. A YouTube video released with great fanfare was yanked within 24 hours when it was pointed out, “Hey, that’s not Rhode Island — that’s the Harpa concert hall and conference center in Reykjavik. Iceland.”[5] Other footage featured a highly acclaimed restaurateur who had already moved his operation to Boston. And the video also claimed 20 percent of America’s historic sites are in the little Ocean State, when it’s actually 2 percent.[6]

This was the ‘alternative’ Rhode Island Cooler & Warmer ‘spoof’ version produced by The Wonderful Show!

Lesson #5: Accuracy matters! The state’s marketing director resigned. Media partners are returning their contract fees to the taxpayers. Cooler & Warmer was scrapped.

After an initial attempt — picked up internationally, even by The China Post[7] — Governor Raimondo took a different tack at a news conference, saying, “One of the things I’ve learned from listening and engaging with people is that there should’ve been more public participation in this thing from the get-go.”[8]

With that in mind, Newport Buzz posted a public contest, pitting “Cooler & Warmer” against the previous slogan, “Discover Beautiful Rhode Island,” and a local amateur entry, “Sea to Believe.” With 15,000 votes in so far, the local resident’s idea is clear away the favorite with 80 percent, versus the traditional one at 18 percent and the costly new-fangled entry coming in dead last at 2 percent.

Lesson #6: There’s no room for ivory tower decision-making. Consultation is critical, brand audits are essential.

More Takeaways: All brands should consider geographical location of their contractors and supply chains when performing due diligence in order to avoid potential embarrassment. The look and feel of the brand via tagline, logo, adverts, all brand collateral, media and all touchpoints must resonate with its audience, make an emotional connection and be authentic. The importance of fact-checking and the need to eliminate exaggerated claims cannot be overstated. Handle a brand crisis with carefully thought-out strategy, not something to poke fun at.

Case Study: Brand Takeover – Richard Branson Reacts to Virgin America Sale

Sir Richard Branson is himself a brand who runs a brand that has sub-brands. The self-made billionaire wasted no time addressing the Alaska Airlines purchase of Virgin America — just in case of any tarnish rubbing off on the overall Virgin brand name.

Image via www.virgin.com and Virgin America

Well aware of the fierce loyalty of Virgin America fans for what they consider a superior product at parity prices, Branson let everybody know, “I would be lying if I didn’t admit sadness that our wonderful airline is merging with another. Because I’m not American, the US Department of Transportation stipulated I take some of my shares in Virgin America as non-voting shares, reducing my influence over any takeover. So there was sadly nothing I could do to stop it.”[9]

Lesson #7: Confront a brand crisis. Deal with it, manage it, communicate about it professionally and do not hide from it.

In a statement that’s a pleasure to read in its entirety, due to the passion readers can sense, Branson goes on to discuss the importance of the brand, “…once Alaska witnesses first-hand the power of the brand and the love of Virgin America customers for our product and guest experience, they too will be converts and the US traveling public will continue to benefit…”

Even in the face of a forced merger, the rest of the Virgin brand received immediate reinforcement from the top. “Our Virgin airline has much more to do, more places to go, and more friends to make along the way,” Branson stated.

Lesson #8: Find the silver lining. Notice how Branson uses this corporate takeover event as an opportunity to reiterate the ongoing benefits of a Virgin travel experience.

Case Study: Tarnished Brand – Trump Empire?

In his run on the US presidency, Donald Trump’s raucous attention-grabbing style and statements is affecting custom at Trump Collection branded apartment towers, hotels, resorts and golf courses.

Image via http://www.npr.org

Polling and consulting firm Penn Schoen Berland survey results found that 45 percent of respondent US residents with annual earnings of $200,000 or more will make a point of not visiting a Trump hotel or golf course over the next four years. Within that group, 77 percent indicated they would actually boycott the Trump brand.[10]

Lesson #9: From the CEO to front line employees to the back of the house operation, your brand is represented by everyone in each and every customer (and potential customer) interaction. Everyone is, or should be, an ambassador for your brand.

Case Study: Stay Relevant, For The Times They Are A-Changin’

In the 1980’s, four-time Olympic diving gold medalist and five-time world champion Greg Louganis was passed over for one additional honor — an appearance on the Breakfast of Champions Wheaties Legends cereal boxes. Louganis is openly gay, HIV-positive and an LGBT activist. He is also “widely viewed as the greatest diver in the history of the sport,”[11] according to a recent communication from the Wheaties maker, General Mills.

Calling it “a ground swell of love,” Louganis told Hollywood Today that a petition signed by 40,000-plus people brought the oversight to the attention of General Mills. At age 56, Louganis joins a highly decorated Olympian swimmer and hurdler, a woman and a black man, in the brand’s revamped Wheaties Legends series packaging, available on the grocery store shelves (one million boxes!) from May 2016.

Image via http://www.blog.generalmills.com

Lesson #10: A brand needs to stay relevant to stay alive. The brand must respond to feedback and act to correct an out-and-out mistake.

Case Study: What’s In a Name – Law School Learns to Study Harder

Experts highly recommend that even the smallest of brands invest time and effort in getting a name right from the start to avoid potential legal issues and massive upheaval if a change is required. That advice takes into consideration everything from spelling to acronyms to trademark and domain name. Later, a brand might tweak a logo, revamp packaging design, shift media channels, or even undertake a rebrand if necessary.

AdWeek reports that a recent study by U.K. research firm MillwardBrown found “many brands that change their names can expect an immediate 5 to 20 percent drop in sales, and that the new brand image ‘may not be as strong as it was before.’”[12]

After U.S. Supreme Court Justice Antonin Scalia passed away in February, George Mason University outside Washington D.C. renamed their law school after Scalia upon receiving a $30 million gift to do so.

Several tweets later[13], the school realized the awkward acronym they’d created and made a swift change away from Antonin Scalia School of Law, or ASSOL.[14] A crisis was averted at Antonin Scalia Law School before any signs went up or ribbons were cut.

Image via https://www2.gmu.edu

Spelling Counts: When Small Brands Make Big Mistakes

Branding experts point out that misspellings, bad foreign language translations and tricky signage is an area frequently causing trouble at small companies which attempt an in-house branding effort. Even big brands don’t always get it right, with sometimes alarming results.[15]

Amusing examples can occur when random neon lights fail and the Essex House becomes Sex House and Dynasty Restaurant becomes Nasty Restaurant.

Image via Reddit

Even an airport parking garage can be considered part of the airport’s brand. Here’s a curious example of why details matter, right down to vetting your contractors and proofing the signage.

Image via Reddit

Lesson #11: Seek professional assistance in naming a brand to avoid potentially disastrous errors and oversights.

Questions to consider:

• Would you agree that branding is even more important and valuable for small businesses than it is for big companies?

• Have you fully addressed your brand profiling, positioning and brand strategy prior to jumping into logo design or tagline development?

• Have you considered consumer research and due diligence of supply chain as part of your brand audit prior to brand launch or re-branding?

• Have you fully considered and defined differentiation within your brand? How is your brand really different distinctive and memorable?

• Have you determined that your brand rings true and authentic for its target audiences? Have you developed you purchaser personas for each of your different customer types?

• Have you seen other examples of common mistakes amongst other brands that you can learn from?

[1] http://pbn.com/Commerce-RI-board-member-Throw-Cooler-and-Warmer-slogan-out,113203

[2] http://turnto10.com/news/local/ri-commerce-corp-releases-state-promotional-video

[3] http://pbn.com/Commerce-RI-board-member-Throw-Cooler-and-Warmer-slogan-out,113203

[4] http://mashable.com/2013/10/08/what-is-hashtag/#tQ14Pph.xuqT

[5] http://www.theguardian.com/us-news/2016/mar/30/rhode-island-tourism-video-mistakenly-features-reykjavik

[6] http://www.abcfoxmontana.com/story/31604583/rhode-island-governor-says-iceland-video-may-draw-tourists

[7] http://www.chinapost.com.tw/life/offbeat/2016/04/01/462288/Rhode-Island.htm

[8] http://wpri.com/2016/04/01/ri-chief-marketing-officer-resigns-after-cooler-warmer-debacle

[9] https://www.virgin.com/richard-branson/virgin-america

[10] http://www.npr.org/2016/04/05/473146450/how-will-trump-the-brand-survive-trump-the-candidate

[11] http://www.blog.generalmills.com/2016/04/evans-louganis-and-moses-get-wheaties-honor

[12] http://www.adweek.com/news-gallery/advertising-branding/11-brand-names-simply-couldnt-survive-times-163440

[13] http://fortune.com/2016/04/06/antonin-scalia-school-of-law

[14] http://www.cbsnews.com/news/antonin-scalia-school-of-law-renamed-due-to-awkward-acronym

[15] http://blog.hubspot.com/marketing/spelling-grammar-mistakes

Rebranding: Crisis Recovery and Brand Rebuild

February 16, 2016/0 Comments/in Brand Audit, Brand Auditing, Brand Audits, Brand Health Check, Brand Relaunch, Brand Reputation, Brand Revitalisation, Brand Risk Management, Brand Risk Mitigation, Brand Strategy, Market Research, Situation Analysis /by Lorraine Carter

In the first quarter of 2015, SDL conducted a survey of almost 3,000 customers and found four out of five would walk away from a brand and never give it another chance after experiencing a major issue.

That statistic explains why some brands have no choice but to rebrand in an attempt to resolve crises. Furthermore, of the people who return to a brand after being let down, 59 percent of them show less loyalty than before. [1]

Have you given some thought to how to mitigate potential risks to your brand? Do you have an appropriate brand crises management strategy in place in the event of the untoward happening?

Here we’ll share with you some of the critical issues you need to consider both in terms of how to rebrand and rebuild customer brand trust after a crisis.

Reasons to Rebrand

This article will focus on the need to rebrand in order to make a strong comeback after a crisis. However, there are other reasons to tackle rebranding, including: [2]

Your audience is changing, and rebranding is necessary to maintain brand relevance
Desire to move into an international market
Outgrowth: You’ve outgrown your brand in its earlier context and need to align more closely to current, larger needs
Customers aren’t sure what you do or what you offer. Your brand lacks distinction or difference
Competitors are eating into your market and enticing customers away
Name change
Brand is outdated and lacks relevance
Innovation: New technology has changed your market and your brand needs to change with it

Preparatory and Recovery Measures to Minimize Crises

Although you can’t ascertain definitively when problems might occur and what they will entail, it’s important to be aware of the potential threats your brand might face. Those can be identified through a brand audit and SWOT analysis, plus customer feedback. Sometimes, potential threats become apparent because of mass cultural feedback.

CASE STUDY 1: Page 1 Solutions

In July 2015, a dentist sparked worldwide outrage when he went on a game-hunting trip in Zimbabwe and killed Cecil, a beloved lion. Although officials have concluded the dentist’s actions were legal and he cannot be charged [3], people immediately took to the internet to vent their extreme displeasure over Cecil’s death.

Page 1 Solutions, a marketing firm that had once represented Palmer, was caught in the fray. Even though the firm had not been associated with Palmer since 2013, the public accused Page 1 Solutions of trying to defend the dentist. [4]

The marketing firm’s president clarified Palmer had not been on the client roster for a couple of years. However, public outrage continued to affect the small business.

Page 1 Solutions released several subsequent statements, and members of the company’s social media team responded to messages personally. Other employees reached out to current clients and corrected misunderstandings. Local news branches were also contacted, and the CEO gave several interviews. Although company representatives say the unexpected catastrophe made their establishment stronger, they also recognized the need to develop a crisis plan for future issues.

Once you have identified potential threats to your brand, it’s critical to develop and document your brand strategy [5] to deal with them. Your crisis plan should include things such as:

A defined team to handle crises
A media coverage policy
Contact information and a contact log
Boilerplate information for press releases, plus fact sheets
A social media strategy

During the recovery process, the crisis plan should keep your actions purposeful and targeted, reducing the chances you’ll forget to attend to the needs and worries of stakeholders.

Focusing on the Desired Outcomes of Rebranding

If you’ve experienced a brand crisis, and post-event analyses indicates too much reputation damage has occurred to fully recover from, then it may be necessary to consider rebranding. However before you launch into a full-scale rebrand you need to determine what your desired outcomes are from rebranding your product, service or company. [6] Typically these might include:

Solve a problem that has tarnished the brand
Correct a damaging story that’s surrounding the brand
Disconnect from an association that is harmful or no longer meaningful or relevant from a customer perspective
Keep pace with competitors that are outperforming the brand

Actionable Strategies for Rebranding After a Crisis

Unintentional blunders are always possible during a rebrand if it’s not carefully planned, developed, managed and executed. You can minimize these oversights by integrating some of the steps mentioned below.

Decide if a Complete Rebrand is Truly Necessary

Depending on the severity of a crisis, it can sometimes be difficult to fully determine whether it’s better to fix the factors that have caused the brand to falter, or wipe the slate clean and start from scratch.

Making the choice can become even more difficult if a crisis has attracted a great deal of media attention. Independent external analysis can be useful to help put things into perspective so informed and unprejudiced decisions can be made.

CASE STUDY 2: Malaysia Airlines

2014 was a difficult time for Malaysia Airlines, as it was the year one of its flights went missing, and another was reportedly downed by a Russian missile. For weeks, the brand received constant negative media exposure, making people wonder if it would ever recover.

Although a complete rebranding is in the works, there are few details about it.[7] Therefore, some industry analysts suggest it would be better to refresh the brand so as to not lose certain favorable associations or the perceived value of the brand’s equity. [8].

The airline was established in 1937. With that long history comes an undeniable amount of brand equity and awareness. Malaysia Airlines already had declining profits before the disasters of 2014, and it would be very expensive, indeed required considerable investment, to create a similar level of awareness after a rebrand. Although it remains to be seen what Malaysia Airlines will do in an attempt to recover, it’s clear the brand has a tough road ahead.

Rebranding and Crises Recovery Tips

1. Maintain Ongoing Communications: A rebrand risks alienating your audience. Avoid that possibility by keeping in touch through open, transparent dialogue.

2. Involve Skilled People: Rebranding will likely require a specialized team. As you give feedback during a rebrand, remember the people you’ve hired have gone through rebrand and crises challenges before and should be best positioned to provide expert direction on how to best handle yours.

3. Make All-Encompassing Changes During the Rebrand: Some companies make the costly mistake of thinking it’s sufficient to merely create a new company logo, change the brand collateral or switch employee uniforms to make people forget about a crisis. Instead, understand that major changes will have to be instigated across your entire organization, which will also typically require brand cultural changes together with both management and general staff brand induction and re-training, if you want to ensure your rebrand is a success.

CASE STUDY 3: LIVESTRONG Foundation

When it was discovered that cyclist Lance Armstrong had been taking performance-enhancing drugs for over a decade, yet had reportedly denied doing so, LIVESTRONG realized it needed to cut ties with the athlete. Meanwhile, Armstrong went on an “apology tour” and visited media outlets.

It began by changing its name from LIVESTRONG to the LIVESTRONG Foundation, launching a new identity, and reminding the public of the brand’s fundamental values and focus on helping people affected by cancer, not the actions of one person who’s a cancer survivor. [9]

The brand tapped into the public recognition of the foundation’s bright yellow hue and kicked off a campaign about cancer’s impact and what’s needed to address it. [10] The teams handling the rebranding deemed the project successful, and subsequent media coverage was positive.

Image via © blog.livestrong.org

Rebranding and Crises Recovery Tip 4

Influence the Conversation: During a rebrand, it may be necessary to bring a new voice to the conversation. That’s especially likely if your brand has gone through a crisis that has caused people to speak badly about your products or services.

Case Study 4: Maggi Noodles

In June 2014, Maggi, a leading Indian noodle brand, marketed by Nestlé, was removed from the market when tests reportedly revealed lead content and found the product was mislabeled regarding monosodium glutamate (MSG). A Global Chief Executive from Nestlé stated the noodles were safe, but shortly afterwards, the company was unable to confirm when the noodles would be available to purchase again. [11]

By September, Maggi decided it would go against a characteristic aversion to publicity. Part of that initiative involved encouraging people to recall fond memories of eating Maggi noodles, complete with nostalgic media spots and the #WeMissYouToo hashtag.

Nestlé believed by changing and moving the conversation towards something emotionally more positive, people would begin to trust the brand again. [12] When Maggi noodles were offered for sale, the brand capitalized on a “Welcome Back” theme.

Image via © http://www.maggi.in

Rebranding and Crises Recovery Tip 5

Measure the Worth of the Rebrand: There are several metrics that can be examined to evaluate whether your rebrand was a success. Some forms of measurement include customer engagement levels, quarterly profits, and feedback surveys about perceptions.

The exact elements of a rebranding campaign will vary depending on the crisis a brand has dealt with, but whatever the circumstances rebranding is far more than just changing a logo and colour scheme. Rather, it often entails fundamentally changing or evolving what the brand ‘stands for’ through brand profiling; values, mission, vision, promise, personality, culture and goals, not to mention ensuring the rebrand is well positioned in the marketplace and fully understood by its target audience.

Key Takeaways

A crisis plan will help your brand respond strategically to mishaps without losing focus
Desired outcomes and key objectives should be fully established before proceeding with a rebrand
If issues can be remedied, a complete rebrand may not be necessary
A successful rebranding requires being transparent and fully engaged with your customers, stakeholders and the public at large

Questions to Consider

Does your brand have a crisis plan, or are you working to develop one?

How would you evaluate your company’s brand strategy and performance the last time it had to deal with something unexpected?

What do you think is the appropriate rebranding or brand revitalization route for Malaysia Airlines to take?

Has your brand had to disconnect from a harmful association, as the LIVESTRONG Foundation did?

Do you think nostalgia will be powerful enough to restore the Maggi Noodles brand?

• What Customers Want: Top 16 Branding Trends in 2016

• Rebranding Strategy: Why Your Rebrand Must Embrace Storytelling

• Brand Profiling: Top 6 Components to Creating a Strong Brand Personality

• Brand Audits: Why You Need Them and How to Perform One

• Creating New Brands: Top 10 Tips for Brand Success

• Colour Psychology: Cracking the Colour Code for Profitable Branding

• Brand Personality: Is Your Brand’s Character Big Enough to Compete?

• Luxury Branding: How to Establish or Re-Position Your High-End Brand

[1] http://www.sdl.com “Avoiding CX Failure Fallout,” May 2015.

[2] Wendy Bolhuis, http://www.vim-group.com/, “The Top 10 Reasons for Rebranding,” June 2014.

[3] Reuters in Harare, http://www.theguardian.com, “Cecil the Lion: Zimbabwe Will Not Charge U.S. Dentist Over Killing,” October 2015.

[4] Adam Rowan, http://www.prdily.com, “What a Marketing Firm Did When a Former Client Killed Cecil the Lion,” December 2015.

[5] Jonathan Bernstein, “The 10 Steps of Crisis Communications,” 2013.

[6] David Brier, http://www.risingabovethenoise.com, “How to Rebrand: 19 Questions to Ask Before You Start”

[7] Marcus Osborne, http://www.brandinginasia,.com, “Malaysia Airlines Rebrand is Coming: How Big Will it Be?,” December 2015.

[8] Mark Ritson, http://www.marketingweek.com, “Malaysia Airlines: Fix, Don’t Nix the Brand,”July 2014.

[9] http://www.corporate-eye, “Livestrong Rebrands as Livestrong Foundation Without Lance Armstrong, March 2013.

[10] Rigsby Hull, http://www.aiga.org, Case Study: LIVESTRONG Branding, November 2013.

[11] Ratna Bhushan, http://articles.economictimes.india.com/, “Maggi Noodle Fiasco: Nestle Works On Alternative Snack to Reposition Brand,” June 2015.

[12] Jacob Schindler, http://www.worldtrademarkreview.com, “Nestlé Taps into Nostalgia in Bid to Re-Launch Maggi Brand in India.” September 2015.

Brand CSR: The Business Case for Successful Branding and Social Good

February 1, 2016/0 Comments/in Brand Champions, Brand Collateral, Brand Differentiation, Brand Experience, Brand Leadership, Brand Loyalty, Brand Profiling & Positioning, Brand Promise, Brand Relevance, Brand Reputation, Brand Strategy, Brand Values, Branding, Business, Cause Marketing, Corporate Social Responsibility, Millennial Branding /by Lorraine Carter

According to a Nielsen poll of consumers in 60 countries, 55 percent of purchasers are willing to pay more for products and services from companies that do their part to encourage positive social and environmental impacts.[1]

Clearly, corporate social responsibility influences buying preferences, but how else is it important? We’ll examine the answer to that question below.

Image via www.huffpost.com

What is Corporate Social Responsibility?

Corporate Social Responsibility, or CSR, occurs when companies take into account the sociological, financial and environmental impacts its actions have in the world and decides to ensure its actions make a positive impact. [2].

Some business experts have simplified the definition of CSR even further to suggest it encompasses everything a company actively does to have a positive impact on society.

There are numerous types of CSR, such as:

Philanthropy
Production Improvements
Better Conditions for Workers
Sustainability
Community Enrichment
Diversity in Hiring Practices
Supporting Companies with Similar Values

Typically, the manner in which a company engages in CSR is closely aligned with its brand strategy, brand values, positioning, primary audience and industry sector. For example, a clothing manufacturer might iron out a CSR plan that improves working conditions in factories located in developing countries, while an establishment that makes paper products might commit to CSR that ensures the world’s most at-risk forests are protected and regenerated.

Why is CSR Good for Business?

Although many corporate leaders are encouraged by the aforementioned statistic that shows a company’s involvement in CSR may mean a customer is willing to pay more for its services, they usually require stronger beneficial commercial evidence before taking further action.

However, they don’t need to look very far before uncovering some of the numerous other benefits linked to CSR, including: [3]

Happier Staff: Employees take pride in working for a company that supports the greater good through worthy actions and happier staff are more productive and better brand ambassadors

More Informed Customers: If your company announces a CSR strategy, the associated plans could potentially result in a more transparent organization which in turn typically results in more loyal customers.

Research shows customers want to know more about the things they buy, product or service, than ever before. For example, a study published by IBM noted 59 percent of American consumers and 57 percent of consumers from the United Kingdom have become more informed about the foods they buy and eat over the two years prior to the study’s publication.[4]

In other words, customers’ predisposition to buy, product or service, is becoming increasingly influenced by an organization’s authenticity, openness and commitment to the greater good.

Reduced Costs: CSR can cut costs by helping companies become aware of and minimize risks, plus improve the efficiency of their supply chains.

Improved Competitiveness: In a challenging marketplace, a worthwhile CSR plan could carve out a more solid place with a unique positioning for a company to thrive.

Better Public Relations and Reputation Management: A CSR plan gives a company a platform through which to promote good things like community involvement, donations to charities and other big-hearted gestures.

Developing an Effective Corporate Responsibility Plan for Your Brand

In order to launch a CSR plan that’s good for business and engages genuinely with your stakeholders, it must be carefully crafted. The key is to strike a balance between benefiting society at large, and benefitting the business. [5] Doing that means:

Evaluating how and where the business can have the greatest societal impact without taxing the company’s leadership and resources. This frequently involves scrutinizing the company’s existing competencies. Those strengths can provide clues to possible CSR strategies that are revealed after tapping into existing skillsets.

Cultivating a deep understanding of how certain actions could help the business while simultaneously supporting the chosen causes. This often also necessitates having an open heart and mind while listening to feedback from stakeholders.

Aligning with partners can propel your desired efforts and help bring goals to fruition. Ideally, adopting a long-term mindset when forming collaborative CSR relationships is best for all concerned.

Ensure business objectives and CSR goals match up. If there is a disconnect between these two components, your CSR activities risk being time-consuming and lacking the power needed to make lasting changes.

Examples of Brand CSR Strategies That Have Worked Well, and Why

Now you have a deeper understanding of what corporate social responsibility is and how to start formulating your own plan, let’s look at the characteristics of some successful CSR programs with companies that are excelling in their CSR endeavors [6]. You can then use these actionable tips to drive your own brand CSR inspiration.

CSR experts agree all successful CSR programmes typically have:

clear objectives
measurable outcomes
well-developed theories for how to achieve the desired goals
sufficient information for stakeholders about why causes are worth pursuing
dedicated and highly focused efforts from the entire company
a willingness to partner with credible experts.

Let’s look at a few case studies that detail some stellar CSR successes.

APS Group

This UK-based SME spent years ironing out its CSR strategy. Lacking the resources to hire a dedicated CSR team, the company found employees who were willing to champion the company’s CSR causes, which include education and supplier sustainability.

Media clips from the company place a strong emphasis on making things possible for clients that they would not be able to achieve alone, as does the company’s published document about its CSR initiatives. Through CSR efforts, it can also be strongly argued the company is living out its “Make More Possible” slogan by enabling the people and organizations affected by the causes it supports. APS Group is a great example of how even if a company thinks creating a CSR plan is a daunting task, success is still within reach. [8]

Method

This brand of cleaning products uses natural ingredients such as coconut oil and soy. Furthermore, the products’ packaging is environmentally responsible and biodegradable. Since the company boasts over $100 million in revenue annually, that is proof “green” products can be commercially viable.

Furthermore, Method demonstrates CSR focuses do not have to be separate from the products you make. Some media clips from the company that details its CSR focuses specifically highlight input from industry experts to make a bigger impact.

LUSH Cosmetics

This company sells bathing and beauty products filled with natural ‘Fair Trade’ ingredients. The brand’s Charity Pot is sold to benefit a rotating assortment of non-profit organizations. All proceeds from the Charity Pot go directly to the chosen groups, resulting in millions of dollars raised. [10]

The packaging is just one indicator of how easy it is for people to support good causes by purchasing these black, lotion-filled containers. LUSH uses the labels on the top of pots to inform consumers who the recipients are by clearly stating the designated charity concerned.

The brand also has a fund that supports communities which produce fairly traded goods. It was launched in 2010 and borne from a desire the company had to do something more than just use fair-trade ingredients in their products whenever possible. [11]

Charting the Results of Your CSR Strategy

It can sometimes appear somewhat difficult to determine with certainty whether your CSR strategies have achieved the desired outcomes. One of the more effective ways you can answer that question is by engaging an independent research firm, with specialist expertise, to rank certain aspects of a company’s CSR performance, from human rights to the environment and community. [12]

Additionally, you can check effectiveness through various metrics [13] such as:

Environmental indices for pollution or air/water/soil quality
Quality and quantity of mentions in media outlets
Measurements for the quality of life within a society, such as literacy rates, life expectancy and incidences of disease, plus mental, physical and emotional heath. The latter could be gauged through feedback surveys given to workers
Indicators of the company’s economic health by way of profits, growth, and stability, before and after a CSR campaign launches

In conclusion, customers are becoming increasingly hyper-conscious of how and where they spend their money. Recent research also indicates this trend is strongest among Millennials, the largest consumer segment in terms of buying power. [14] Specifically, 91 percent of Millennials actively switch to brands that support a worthy cause, and abandon the brands that aren’t perceived to have an authentic contribution policy.

In addition to boosting your customer base and potential profits, a well-developed CSR plan could strengthen your relationship with suppliers, increase competitiveness in the marketplace and help you cut costs by becoming more aware of risks. Therefore, many business leaders have come to realize it’s short sighted to not be involved in corporate social responsibility.

Key Takeaways

Customers are typically willing to pay more for products from companies associated with strong CSR brand strategies
CSR goals vary depending on a company’s values and the composition of their stakeholders
A good CSR plan should both benefit the business and help society
The CSR plan must align with a company’s business objectives
Expert individuals or notable groups can help improve CSR strategy success
Metrics and independent research groups can evaluate whether a CSR plan is working well

Have you integrated a CSR strategy into your organization? If not, it might be a good idea to take a look at how CSR could benefit all concerned.

Questions to Consider

Does your company have well-defined core competencies that could translate into areas of CSR focus?

How motivated are your stakeholders to pursue a CSR plan?

Are there obstacles that might delay CSR-related brand strategy plans?

Have you thought about how to tackle negative responses from stakeholders that CSR is not currently worthwhile?

Which measurement methods will you consider using to verify your CSR brand strategy effectiveness?

• What Customers Want: Top 16 Branding Trends in 2016

• Rebranding Strategy: Why Your Rebrand Must Embrace Storytelling

• Brand Profiling: Top 6 Components to Creating a Strong Brand Personality

• Creating New Brands: Top 10 Tips for Brand Success

• Brand Personality: Is Your Brand’s Character Big Enough to Compete?

• Millennial Branding: 6 Ways Your Brand Can Appeal to Millennial Customers

• Co-Branding: 13 Tips for Growing Your Brand Through Strategic Partnerships

• Video Brand Strategy: Top 11 Tips for How and Why You Need to Use Video

[1] http://www.nielsen.com, “Global Consumers Are Willing to Put Their Money Where Their Heart Is When it Comes to Goods and Services from Companies Committed to Social Responsibility”, June 2014

[2] http://toolkit.smallbiz.nsw.gov.au, “What is Corporate Social Responsibility?”

[3] http://www.csrinpractice.com, “What is Corporate Social Responsibility?”

[4] George Pohle and Jeff Hittner, https://www-935.ibm.com, “Attaining Sustainable Growth Through Corporate Responsibility.”, 2008

[5] Tracey Keys, Thomas W. Malnight, and Kees van der Graaf, http://www.mckinsey.com, “Making the Most of Corporate Social Responsibility” June 2009

[6] Frederick E. Allen, http://www.forbes.com, “The Five Elements of the Best CSR Programs.” April 2011.

[7] http://www.theapsgroup.com/who-we-are/corporate-social-responsibility/

[8] Lisa Henshaw, http://www.theguardian.com, “How SMEs Can Engage in Social Responsibility Programmes,” December 2011.

[9] http://www.inc.com, “How Two Friends Built a $100 Million Company”

[10] Helaina Hovitz, http://www.forbes.com, “Following the Millions in LUSH’s ‘Charity Pot’. December 2014

[11] https://www.lush.co.uk/. “Introducing the SLush Fund”

[12] Tima Bansal, Natalie Slawinski, Cara Maurer, Natalie Slawinski, Cara Maurer. http://www.iveybusinessjournal.com, “Beyond Good Intentions: Strategies for Managing Your CSR Performance” January/February 2008.

[13] Katherine N. Lemon, John H. Roberts, Priya Raghubir and Russell S. Winter, http://www.philoma.org. “A Stakeholder-Based Approach: Measuring the Effects of Corporate Social Responsibility”, 2011.

[14] www.conecomm.com, “New Cone Communications Research Confirms Millennials as America’s Most Ardent CSR Supporters,” September 2015.

What’s a Cult Lifestyle Brand, and How do You Create One?

January 25, 2016/0 Comments/in Brand Culture, Brand Differentiation, Brand Experience, Brand Leadership, Brand Loyalty, Brand Personality, Brand Premiumisation, Brand Profiling & Positioning, Brand Reputation, Brand Story, Brand Strategy, Brand Values, Brand Voice, Branding, Branding Trends, Cult Branding, Customer Service, Premiumization /by Lorraine Carter

When the Apple Corporation gave its annual report in 2015, it had a whopping $178 billion in cash, or enough to buy the Ford, Tesla, and General Motors car companies and have more than $41 billion left over. [1] Such is the power and worth of a so-called cult lifestyle brand. Here, we’ll look at what makes up a cult brand, and the characteristics that set the stage for your brand to obtain that coveted status.

What is a Cult Brand, and Why is it Smart to Build One?

A cult brand has worked so hard to build a following, it’s in a class of its own. Loyal customers feel there is no substitute for the benefits ‘their’ cult brand offers, and they’re often willing to go to great lengths to get access to those much sought after respective products or service. Cult brands anticipate the tangible and spiritual needs of their customers and work to fill them on multiple levels. [2]

They’re usually associated with social benefits, too [3]. For example, Fender guitars are arguably not the most technically advanced instruments, but they nevertheless enjoy a cult following. Once people buy a guitar, they feel they’ve become part of a social club of other content like-minded customers, including some superstar players.

Once you’ve built a strong cult brand it will continue to inspire brand loyalty provided you both carefully nurture it and your loyal customers. That loyalty is likely to persist even if you charge a premium or intentionally produce products or services in limited quantities with restricted access.

Furthermore, in the event an untimely problem arises that momentarily blemishes the brand, its cult status will often be enough to carry it through those temporary low points. Brands with cult-like status tend to engender staunch customers willing to buy the brand again despite mishaps.

Characteristics of a Cult Lifestyle Brand

Let’s take a deeper look and examine key characteristics that help some brands stand head-and-shoulders above the rest, seemingly immune to the many struggles causing competitors to flounder:

Cult Brands Have Recognizable Strong Personality Traits: Although brands don’t necessarily have all the attributes humans do, the best share many qualities with humans. They are like humanized entities. You may resonate with one of your most beloved brands because it appears to exhibit sympathy, honesty, integrity and motivation, among other emotionally engaging human-like traits, qualities and values that are potentially important to you.

Cult Brands Are Relatable: When a cult brand is relatable, it’s able to resonate with its target audience by encapsulating familiarities within everyday lives. A brand may be positioned so it’s optimally relatable via its packaging, customer service, employees, customer journey, brand collateral and even purchase receipts.

Cult Brands Encompass Broad Ideals: Some brands reach cult status because they successfully convey an ideal or lifestyle its purchasers aspire to and want to be part of. Maybe the brand’s associated with warm hospitality, opulent luxury, a rugged, adventuresome lifestyle or a hunger for high-tech items that regularly challenge what we think is possible. [4] By regularly purchasing items or services that represent what they aspire to having, buyers inch ever closer to their ultimate goals. Its what the beloved cult brand ‘stands for’ that its target audience identify, with and relate to as part of their own personal identity.

Cult Brands Have Their Own Catchy Brand Language and Buzzwords: At Walt Disney World, people who work there aren’t called employees, but “cast members.” Furthermore, the crew that designs rides is staffed by “imagineers.”

Also, don’t walk into an Apple Store and expect to get your MP3 player checked at the technical support desk. Instead, stroll back to the Genius Bar where a specialist bearing the title of “genius” will examine your iPhone.

The distinctive language used by cult brands is not just an accidental cutesy extra. It’s quite deliberate and strategically developed as part of building the brand’s profile using a system like the Personality Profile Performer™. When people learn the lingo or brand language, they’ve become members of an exclusive club, the in-crowd, and are thereby more closely connected to one another and those they perceive to matter most in their world. [5]

4 Top Tips for Creating a Cult Brand

Now that you’re more familiar with some aspects of brands that have reached cult status, let’s explore actionable tips that could help your own brand achieve that apparently insurmountable feat. [6]

1. Tell a Strong Brand Story

The human brain responds instinctively to stories. We’ve shared stories since we lived in caves and learnt them as children on our parents’ knees. It’s how we make sense of the world. Your brand should develop and tell an engaging, memorable tale. When we’re working with our clients to create and develop memorable brand stories we use our Story Selling System™. Consider that most cult brands are able to successfully communicate which problems their products solve. Ideally, your story should not only be authentic and emotionally compelling, but prove how your product fills a demonstrated need.

2. Excel at Doing or Giving Something People Greatly Value

Cult brands are often excellent at providing a service or benefit to a far superior degree when compared to their competitors, and brands in other unrelated sectors for that matter. This is one of the reasons why it’s so crucial to understand what other brands in your industry are doing, and evaluate how you can reach beyond that point in a meaningful and feasible way. A brand audit is a very effective tool for uncovering this often hidden information. Your brand needs to be creating a customer experience in at least one very unique way that’s vastly superior to your nearest contenders.

3. Truly Value Your Customers

Regardless of how great whatever you’re offering is, your brand is highly unlikely to reach cult status if you consistently give customers the cold shoulder. Earlier, we talked about how people who follow cult brands may be more forgiving and willing to offer second chances. However, that’ll only happen if you have stellar customer service practices that make your customers feel like they’re genuinely worth your time and much appreciated for their business.

Besides just offering great service, try to include customers in your creative or product or service development process, even if its just to get feedback from them. People love feeling like they’re part of something important and that their opinion matters. If you make it clear their thoughts matter, they’re more likely to be loyal for life.

4. Give the Impression of Scarcity

Although this tip can backfire in some markets, profits and consumer interest levels can grow when customers feel the product you’re offering is not easy to acquire. When buyers believe an item is in limited supply, they’re often more likely to try harder to get it.

Now, let’s look at a few case studies of companies that have used various brand strategies to build their cult brands and make them thrive very profitably.

Case Study: SoulCycle

SoulCycle is a brand of indoor cycling classes that’s beloved by celebrities, and some might say, a little overpriced. Class prices begin at $32 for 45 minutes of sweaty cycling. Yet, SoulCycle’s devotees don’t mind.

Image via www.soul-cycle.com

Many of them cycle while wearing diamonds and Rolex watches. Being around people who are outfitted in the same way likely engenders feelings of even greater exclusivity.

Furthermore, certain superstar trainers have very small exclusive class sizes, leading fitness fans to scramble in hopes of landing an open slot, or getting lucky when someone doesn’t show up. Chelsea Clinton, Oprah Winfrey and Lady Gaga are just a few VIPs singing SoulCycle’s praises, with Lady Gaga even bringing custom-made SoulCycle bikes on a tour. [7]

Image via www.popsugar.com

Case Study: J. Crew

Founded in 1983, J. Crew is an American clothing brand that has impressively been able to enjoy a long-term cult status, while other hopeful brands have faltered. Some analysts say the success is largely due to the brand’s fearless and forward-thinking president and creative director, Jenna Lyons. [8]

Image via www.letsrestycle.com and www.sohautestyle.com

She took the helm in 2008 and began running with the bold strategy that the brand should no longer be dictated by corporate strategies. Instead, J. Crew would not associate with a product unless its team members truly embraced it.

Furthermore, Lyons unified the company’s creative processes and gave employees more freedom to take risks. Ideas that don’t work well are quickly disposed of, leaving some to feel J. Crew is constantly in flux. However, rising profits and raving fans indicate the changes have resonated. Some of the brand’s YouTube videos have more than a million views.

Case Study: Vij’s and Rangoli

These two Canadian restaurants are run by a husband and wife team and have become some of the hottest eating establishments in Vancouver. A “No Reservation Rule” means people sometimes have to act fast to enjoy this beloved cuisine.

Image via www.macleans.ca

Besides the tasty fare they offer, perhaps one of the reasons why the restaurants have such loyal followings is because their very creations represent an entrepreneurial dream many fantasize about.

The restaurants were funded by a small loan from a family member, plus personal savings. One member of the team is Vikram Vij, who’s originally from India. He was able to use talent, determination and dedication to help the restaurants prosper.[9] Vij and his wife Meeru have even written two acclaimed books.

Image via www.vijs.ca

Clearly, there’s not a single path that leads an emerging brand to cult brand status. However, a combination of key factors, such as cultivating desirable brand characteristics, a skilled team with a visionary leader, unwavering focus with a clear strategic brand vision and an exclusivity or scarcity strategy can result in impressive outcomes.

Key Takeaways

Cult brands must meet a need or solve a problem in at least one way that’s significantly superior to competitors

Brands with unique languages and singular brand tone-of-voices may inspire exclusivity and a sense of belonging within followers

Cult brands are inspiring, yet relatable

People are often more forgiving of cult brands

Brands with cult status typically command premium price positioning for their offerings, product or service

Cult brands often encompass desirable lifestyles

Questions to Consider

Can you identify one or more desirable personality traits your brand possesses that may help it reach cult status?

What positive associations or lifestyles relate to your brand?

Can you think of a situation where it may be detrimental or inappropriate to use a scarcity strategy?

Which problems does your brand solve for consumers?

In what ways do you think your brand makes others feel inspired?

Could you combine a cult brand strategy with a rebranding initiative to increase your business success?

• What Customers Want: Top 16 Branding Trends in 2016

• Rebranding Strategy: Why Your Rebrand Must Embrace Storytelling

• Top 10 Packaging Trends for 2016

• Limited Edition Packaging: How to Use it as Part of Your Brand Strategy

• Brand Profiling: Top 6 Components to Creating a Strong Brand Personality

• Brand Audits: Why You Need Them and How to Perform One

• Creating New Brands: Top 10 Tips for Brand Success

• Colour Psychology: Cracking the Colour Code for Profitable Branding

• Brand Personality: Is Your Brand’s Character Big Enough to Compete?

• Luxury Branding: How to Establish or Re-Position Your High-End Brand

[1] Sam Colt, uk.businessnsider.com, “15 Mind-Blowing Facts About Apple’s Latest Quarter,” January 2015.

[2] http://www.cultbranding.com, “Cult Brand Defined.”

[3] Antonio Marazza, http://www.forbes.com, “A Survival Guide for Symbolic and Lifestyle Brands,” October 2013.

[4] Jessica Farris, http://www.printmag.com, “Branding Lifestyles: What Does Your Brand Represent?” September 2014.

[5] Frank Cowell, “http://www.elevatoragency.com, “Why Your Brand Needs Its Own Language”

[6] Dave Llorens, http://www.huffingtonpost.com, “8 Cult Lessons That Will Help You Build Your Brand,” December 2013.

[7] Vanessa Grigoriadis, http://www.vanityfair.com, “Riding High,” August 2012.

[8] Danielle Sacks, http://www.fastcompany.com, “How Jenna Lyons Transformed J.Crew Into a Cult Brand,” April 2013.

[9] smallbusinessbc.ca, “Meet Vikram Vij, CBC Dragon, Vij’s Restaurant, My Shanti, Rangoli and Vij’s At Home”

Rebranding Strategy: Gems of Wisdom from 5 Successful Brand Revitalizations

January 5, 2016/0 Comments/in Brand Audit, Brand Auditing, Brand Audits, Brand Champions, Brand Collateral, Brand Design, Brand Differentiation, Brand Health Check, Brand Identity Design, Brand Personality, Brand Profiling & Positioning, Brand Relaunch, Brand Relevance, Brand Reputation, Brand Research, Brand Revitalisation, Brand Strategy, Brand Values, Branding, Business, Customer Engagement, Graphic Design, Market Demographics, Market Insights, Market Research, Millennial Branding, Rebrand, Rebranding, Return On Investment, Revamped Design, Revitalized Design, Target Market /by Lorraine Carter

Rebranding is a relatively broad term, as it encompasses both large and small-scale changes to an existing brand, which aim to resurrect a failing brand, reposition the brand and allow the company to reach out to a new target market, or simply help the brand keep up with the times.

While some brands adopt a “back to the drawing board” strategy and change everything from their logo and name to their brand values and product packaging design, a good brand revitalization strategy can sometimes be limited to a few low-key changes that enable the brand to stay relevant or differentiate itself from the competition.

When Should a Company Invest in a Rebrand?

An impressive 61% of consumers stated that an exceptional customer experience was a major determining factor when choosing a brand, and 48% of consumers expect brands to understand their needs and assist them in finding the right product and services based on those needs.[1]

Infographic via Cube.com [Digital Trends Target the Always-On Consumer]

Brands that have trouble understanding or catering to the customers’ needs are prime candidates for a brand relaunch, but a company can also have trouble with brand incongruence, a tarnished reputation or pressure from the competition.

However, the reasons for a rebrand can also be of a positive nature – a brand may experience rapid growth, as well as significant changes in the production process or the expansion of their product portfolio due technological innovations. Repositioning an economy brand as a high-end brand is another good reason for rebranding.

Since a successful rebrand involves performing a brand audit, market research, developing a detailed brand implementation strategy and effectively communicating the rebrand to customers and media, it is not recommended for young brands. You must have a well-established brand identity and a good level of brand awareness before you can embark on a brand revitalization journey.

Lessons Learned from 5 Successful Rebranding Strategies

1. Harley-Davidson – Improve the Actual Product

The Harley-Davidson motorcycle company initially had many advantages over their competition. For one, the brand had a purebred American provenance, a long history – their motorcycles were used by the US army in both World Wars – and were associated with an image of a powerful, fearless and rebellious man and an adventurous lifestyle that was alluring to a fairly large percentage of men in their mid-twenties and mid-thirties.

The brand had a good story tell, but the company still had numerous problems over the years, and faced bankruptcy on more than one occasion. The main issues that the company faced were:

Their products were objectively less reliable than what their competition had to offer
They faced very aggressive competition from a number of quality Japanese brands
The brand had become associated with biker gangs, notably the Hells Angels
They were seen as old-fashioned and outdated

In other words, Harley-Davidson had to address their reputation issues or face extinction. However, this was not something that could be fixed by merely changing the logo – their products didn’t meet the quality standards that the customers were accustomed to and they didn’t appeal to the younger generation. The brand actually adopted an incredibly smart strategy – spend less money on marketing and focus on making the product better.

Image via www.harley-davidson.com

Once they worked out all the little problems that had plagued their motorcycles, the company experienced impressive growth – Harley-Davidson, a brand that was on the verge of bankruptcy twice before, is now worth around $1 billion.

The company still faces a big problem, their average customer is a white American male pushing fifty, but they have shown that they are ready to reach out to a more ethnically diverse and younger target audience. The brand plans to shift its focus towards marketing in 2016. [2]

2. Massey Bros. – Leverage Your Premium Service, Tell Your Brand Story and Ensure Your Brand Identity Creates Distinction

Massey Bros. Funeral Directors is a successful family owned and managed business established in Dublin in the 1930s. They operate in a sector which is traditionally very conservative yet they’re industry leaders in terms of developing innovative solutions. They also have the added complication of having more than six competitors also operating legitimately under the ‘Massey’ name. In addition to this, they themselves also operated under two names before their rebrand!

Massey Bros. have always offered a very premium service but this five star, tailor made, message, their industry leadership coupled with their multiple first to market new innovative services solutions just wasn’t been properly represented in their brand profile, tone-of-voice or brand communications strategy. They also lacked a strong brand identity or consistency across their brand collateral.

We conducted research and a brand audit health check, re-evaluated their whole brand proposition and purpose, their positioning, signage, uniforms, brand collateral and brand strategy. The outputs and findings from this initial body of work then provided the direction for a complete brand overhaul resulting in absolute clarity over their brand proposition, a much stronger brand identity, a higher profile with distinction in the marketplace, consistency across all the brand collateral and most importantly strong staff brand custodians throughout the business that continue to pro-actively manage their brand in the marketplace. And of course, increased market share. You can read the full details of this rebranding case study here.

3. Target – Know Your Audience and Keep Things Simple

Target was initially envisioned as a brand that catered to a somewhat more sophisticated shopper, a person looking for a more sophisticated shopping experience than one would normally find in extremely low-priced stores like Walmart, but who also wanted that stay within a reasonable budget. The problem was that, over the years, the “deal-hunting” aspect became more prominent, which essentially lead to Target being equated with the very same economy shopping experience that they originally strived to distance themselves from.

This caused brand incongruence, with fashionable clothes on one end and cheap food items on the other, and they simply could not compete with well-established economy brands that ruled this segment of the market.

Target performed a brand audit health check, and found that they were neglecting a very important demographic. In the words of Brian Cornell, Target chief executive: “Our guest is going to be increasingly a Hispanic shopper.” [3] The brand, realizing that over 50% of Hispanic Millennials identified Target as their preferred shopping destination, even created several Spanish-language adverts, with a unique hashtag – #SinTraducción (without translation).

Another big step towards engaging their primary audience was the decision to unite their smaller “mini urban stores” under the Target brand logo. The company previously distinguished these smaller outlets as TargetExpress and CityTarget.

Image via Target.com [Target express store]

The logo design for the mini urban stores proved confusing, the words “express” and “city” were simply placed next to the classic bull’s-eye Target logo, and will only feature the Target logo going forward. With these changes, the brand has revitalized its image. However they still apparently have a bit further to go according to USA Today as things like the infamous 2013 security breach, and their latest OCD sweater has reportedly put their customers’ loyalty somewhat to the test.

4. Hybrid Technology Partners – Don’t Pigeonhole Yourself with a Poorly Thought Out Brand Identity

Formerly known as HybridIT, this Limerick-based company offer a wide range of services, including IT, software development and customer support. They even offer a product – a unique business management ERP (enterprise resource planning) system. However, anyone who saw the “IT” in their brand name immediately thought of them as just another IT company. [4]

This prevented the company from accessing a larger market share, and the fact that their logo didn’t communicate their core brand message effectively threatened to keep HybridIT in the shadows. Luckily, this “more than just an IT” company caught on and decided to revitalize their brand.

When working on creating appropriate brand identities for our clients, we focus on ensuring all the brand foundations have been fully developed using our Personality Profile Performer™ system before we even look at the aesthetics or design. The outputs from this system provide the roadmap for ensuring the brand identity outputs together with brand messaging and tone of voice are market and target audience appropriate, unique and in keeping a brand’s core values.

At first glance the change was subtle, they became HybridTP, but that one little letter was a monumental step in the right direction. The new brand identity, Hybrid Technology Partners made two things very clear:

The brand offers diverse technological solutions for streamlining a business
The company views its clients as partners, and works with them to find the best solutions

The new brand identity, coupled with some light modifications to their website, allowed HybridTP to convey their brand values – honesty, cooperation and trust – and connect with a much larger audience more effectively.

5. Narragansett Beer – Learn How to Appeal to Millennial Consumers

Pabst Blue Light used to be the beer of choice for blue-collar workers and hipster Millennials, but in recent years an old New England beer has stolen their title as the number one “cheap and cool” US beer.

The Narragansett brand has a long history, it was established 125 years ago, but the company recently made a very wise business decision and revitalised the brand, targeting Millennials. They didn’t stray away from their roots, their New England provenance, and long history being the key elements that distinguished the brand from the competition, but they did make some notable changes to the product packaging and re-evaluated their branding strategy.

The old slogan, “Made on Honor, Sold on Merit”, remained unchanged, but with fun and colourful commercials, local girls photographed in the traditional pinup style for their calendar and increased social media activity, Narragansett has successfully made a transition into the digital age.

Image via www.narragansettbeer.com

We know from personal experience that the Millennial demographic can be a powerful driving force that launches a struggling brand to new levels of success. Understanding both what makes their brand unique and what appeals to a Millennial audience, has allowed this low-priced craft beer to secure its position on the market. Saying that the rebrand was a success would be an understatement – the brand brought in $12 million in revenue last year, 120 times more than in 2005.[5]

These five successful rebrand stories all carry an important lesson for any struggling brand. A brand audit can help you reveal your weaknesses be it a problem with the quality of the product itself like in Harley Davidson’s case, an issue of brand incongruence, a dissonance between the brand logo and core brand values and the services offered by the company or a lack of awareness of your primary audience’s needs and preferences.

A brand relaunch is not something to be taken lightly or done for the pure sake of change, but if a brand has fallen on tough times, lacks relevance or isn’t leveraging its full potential with its target market, implementing a carefully planned brand revitalisation strategy is a big move in the right direction.

• Rebranding Strategy: Why Your Rebrand Must Embrace Storytelling

• Rebranding Strategy: Using Premium Repositioning To Increase Profitability

• Brand Personality: Is Your Brand’s Character Big Enough to Compete?

• Rebranding: How to Make It Through a Rebrand and Emerge Stronger

• Brand Audit: Tips for Determining Your Brand’s Health – Can It Be Improved?

• Brand Naming: Top Ten Methods for Brand Name Creation

• Humanizing Your Brand: Why It is Key to Commercial Success

• Brand Profiling: Top 6 Components to Creating a Strong Brand Personality

• Creating New Brands: Top 10 Tips for Brand Success

• Brand Profiling: How to Use Emotion to Make Your Brand More Profitable

So, what do you think?

• Does your brand have trouble staying relevant?

• Did you perform a brand health check to determine if there are any weak points you could improve upon?

• Are you targeting the right audience, and do you really understand the needs of your primary audience in terms of their needs, wants, loves, hates and aspirations?

• Are your products and services up to standards, or are you having problems keeping up with the competition?

• Is your brand identity consistent with your core values, and the type of products and services you offer, or is it unnecessarily pigeonholing you into a single niche?

[1] Steve, Cubemc.com, Digital Trends: Understanding and Targeting the ‘Always-On’ Consumer, April 2015

[2] Mark Ritson, Branding Strategy Insider, “Can The Harley Davidson Brand Age Gracefully?”, October 2015

[3] Sarah Halzack, WashingtonPost.com, “Target’s new strategy: We need more than just minivan moms”, March 2015

[4] IrishExaminer.com, Small Business Q&A: Paul Brown, September 2014

[5] Kristina Monllos, Adweek.com, “How Narragansett Beer Rebuilt Its Brand With a Meager $100,000 Media Budget, Deep roots and word of mouth”, June 2015

Personal Branding – When the Brand is You

When Does Personal Branding Begin?

Related: Personal Branding: We Are All CEOs (Part 1)

School Leavers Personal Branding: Your Personal Statement, Your CV, Your Network

Finding the Personal Brand at Your Core

Related: Personality Matters, Bring Your Brand to Life to Grow Your Profits

REDS

BLUES

WHITES

YELLOWS

Reds

Blues

Whites

Yellows

Different Types of Offline Personal Brands

Different Types of Online Personal Brands

1. The Content Creator

2. The Curator

3. The Journalist

4. The Instigator / Critic

5. The Case Study

6. The “Regular Person”

7. The Industry Expert

Big or Small, Personal Brands Benefit From Care and Attention

Related: Brand Sponsorships: The Best Ambassadors Are Already On Your Payroll

Related: Brand Crisis – How to Manage, Survive and Thrive

Case Study: Executive Chef Matthew Dolan

Maintaining Your Personal Brand

Related: Brand Promises: How to Craft, Articulate and Live Them for Brand Success

Top 7 Tips for Developing and Maintaining Your Personal Brand

Related: CEO Brand Leadership: How Vision Drives Brand Growth

Question to consider…

Family Business Brands Drive the Economy

It’s critical to understand, whether your business is a family enterprise or not, branding is NOT marketing or design but the bedrock strategy supporting and directing your whole business so your brand strategy is fundamental to your business’s longevity and ongoing profitability.

The Persona Brand Building Blueprint™ Mastermind empowers you to build your brand strategy, raise the visibility of your brand, reduce customer acquisition costs and position your brand as the №1 choice for your customers.

Family Business Branding Has a Lasting Brand Message

Related: Design Is NOT Branding: 10 Things Every Business Owner and Entrepreneur Should Know

Related: 7 Powerful Components Of A Lasting Luxury Brand

Family Business Branding Through Their Founders Can Embody Authentic Brand Values

Related: Social Responsibility: How to Build a Socially Conscious Brand

Family Business Branding Creates Meaningful Brand Differentiation

Related: 4 Reasons Why Your Business Profit Starts With Your Brand Mission

Examples of Intimate Brands in SMB/SME Family Business Branding

Related: The Impact of Company Brand Culture On Driving Performance and Increasing Sales

Related: From Zero to Hero: How to Become a Must-Have Brand

Related: How to Develop Your Brand Tone of Voice to Increase Sales

Questions to Ask Yourself About Your Family Business Branding

It’s a Brand Crisis: First Things First

Step 1: Damage Control

Step 2: Assessing the Brand Damage

Step 3: Short-Term Brand Damage

After the Brand Crisis: Getting Back to Normal

Step 4: Long-Term Brand Damage

Step 5: The Problem Gets Fixed

What Now For My Brand?

Option 1: A Brand Refresh

Option 2: A Re-branding

A Bump in the Road for Brands

1. Product Failures

2. Brand Embarrassment

3. High Profile Dishonesty

4. Broken Brand Promises

5. Scandals

Questions to ask while reinforcing or rebuilding your brand:

Brand Vision: Differentiation is Everything in Brand Strategy

Healthy Brand Competition

You Are Your Brand

Know Your Brand’s Target Audience

Brand Messaging Cannot be Overrated

Brand Storytelling Matters

Sub-Branding Opportunities and Risks

The Appeal of Disruptor Brands

Consider these questions:

Lesson #1: Brands Must Understand Customers Needs, Wants and Behaviours

Edsel

1958 Edsel – Henry Ford Museum, Credit: Michael Barera, Wikimedia Commons 2.5

Coca Cola

Coca Cola print ad from the 80s (Credit: 237, eBay Store)

Apple

Apple Newton (Credit: Ralf Pfeifer, Wikimedia Commons 3.0)