Brain Tattoos: Creating Unique Brands That Stick in Your Customers' Minds / Edition 1 available in Paperback
Brain Tattoos: Creating Unique Brands That Stick in Your Customers' Minds / Edition 1
- ISBN-10:
- 0814472346
- ISBN-13:
- 9780814472347
- Pub. Date:
- 12/10/2004
- Publisher:
- AMACOM
Brain Tattoos: Creating Unique Brands That Stick in Your Customers' Minds / Edition 1
Paperback
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$18.99Overview
Product Details
| ISBN-13: | 9780814472347 |
|---|---|
| Publisher: | AMACOM |
| Publication date: | 12/10/2004 |
| Pages: | 208 |
| Product dimensions: | 4.71(w) x 7.17(h) x 1.04(d) |
About the Author
Karen Post, The Branding Diva (TM), is a consultant on branding issues. For more than 20 years, she has provided strategic branding counsel and programs for organizations, associations, and individuals. Monthly, she writes a monthly column for Fastcompany.com, and produces BrandBites, a monthly fast brain-food fix on branding matters. She lives in Tampa, Florida.
Read an Excerpt
Brain Tattoos
By Karen Post
AMACOM Books
Copyright © 2004 Karen PostAll right reserved.
ISBN: 0-8144-7234-6
Chapter One
Your Brand: How to Create an Indelible Mental MarkIt blows my mind to think how many professionals and businesspeople don't really understand commercial branding. They still think it's all about the cows-and a sizzling-hot iron used to distinguish cattle. While there is some similarity to that practice, commercial branding spans far beyond the pasture and affects all of us.
Cattlemen used to brand with a burned-on visual symbol to differentiate one rancher's herd from another, thus protecting a valuable asset. Their focus was on the butt, and the process involved some degree of pain. Commercial branding, on the other hand, directs its efforts to the brain and, if managed properly, can deliver a high degree of reward and pleasure.
Some say the term brand name originated among American distillers, who branded their names and emblems on their kegs before shipment. Some even say President Lincoln, when informed that General Grant drank whiskey while leading his troops, reportedly replied, "Find out the name of the brand so I can give it to my other generals."
Today in business, the term branding has a much grander role. Brands have an impact on cultures, create lasting memories, reduce mental anxiety, and serve as needed fuel for thriving economies everywhere. A commercial brand is an emotional relationship between the buying market and a marketed product or service-a bond of loyalty, a connection of relevance and earned trust.
A brand, or what I refer to as a Brain Tattoo, is a psychological impression of value-based emotions, lodged in the mind of a buyer or prospect. Just like a traditional ink printed on some body part, a Brain Tattoo is put there by choice, because it has some very personal and intimate value, and it can be removed at any time.
A brand is not just a logo, a catchy tagline, or a clever ad. Rather, it is the sum of all a company or offering does through every point of contact with and into its market. From customer service to a Web presence, a brand is what sticks to a buyer's brain-the mental mark-and it is a crucial factor in the purchasing decision.
FROM THE BRAIN TRUST
What Is Your Definition of a Brand?
"Who you are, what you promise, and your ability and willingness to deliver on that promise." Joe Calloway, author of Becoming a Category of One: How Extraordinary Companies Transcend Commodity and Defy Comparison
"A brand is a mark that identifies a property, and it is also a promise of quality, of style, and of a way of doing business."
James J. Mammarella, licensing and branding consultant and contributing writer to Brandweek
"A brand is the imprint or impression left on constituents that an organization collectively possesses through the natural expression of its core values." Dwayne Flinchum, principal of Iridium Group Inc., a New York-based branding and design company
"A promise-two words, eight letters-is all it takes. Don't make it complicated, black box, or mysterious."
Dan Roselli, president of Jambrose Marketing and former brand and advertising executive with Bank of America, General Mills, Colgate-Palmolive, and M&M/Mars
"Any name, symbol, or identifying characteristic of a product or service that adds value that the product or service wouldn't otherwise have if it were generic." Abram Sauer, brand analyst for Brandchannel.com
Whatever your preferred definition, we all have or are a brand. This happens naturally the day we enter the world. The choice is either to take the "go with the flow" brand plan or to be conscious and strategic in your plan so your brand works toward your success. A triumphant brand is the by-product of a clear purpose, memorable personality, compelling distinction, and deliverable promise. Planning and management of these attributes directly affects the outcome of your Brain Tattoo.
Although the branding premise is supported by many industry sectors, some argue that the brand value is more applicable to consumer offerings than the business-to-business model. In my opinion, that's hogwash. Until we start selling and communicating with aliens, all businesses deal with and market to humans. They all have brains, some more used than others. They all have values and needs. The only real differences are their buying motives. If you are conscious of those motives and adjust your strategy accordingly, you can be successful. As I walk you through the process of brand building, I will point out important differences and nuances in the consumer and business markets.
Is There Ink on Your Tattoo?
Ask yourself these questions about your brand:
* Why are you/your company/your product here? (State your clear purpose.)
* How would someone describe you/your company/your product if he were fixing you up on a hot date? (Define your memorable personality.)
* How are you/your company/your product different from the others? (Explain your compelling distinction.)
* What will you/your company/your product promise me and deliver? (State a deliverable promise.)
After any tattoo is outlined, it must then be filled in with rich, potent colors that last-what is called brand execution. Without it, that great design and strategy just fade away.
Beyond the plan or outline, brands need product performance, innovation, and crisp names; eye-catching packaging; support by a committed team; and a communication program of reach, relevance, and frequency. The true essence of creating a great brand or Brain Tattoo is consciously molding, managing, and maximizing your desired mental imprint of your offering over an adequate period.
The Brands Tattooed on Your Brain
Coke. Nike. Starbucks. Did you ever wonder how those popular brand names happened? What if you could land a mental mark on your market's mind that would encourage buyers to pay more for your product, tell all their friends about how fabulous you are, and stick with you for a lifetime?
Okay, you may be thinking, "Those are mega-giant companies with ultra-humongous budgets-of course they can brand. But what about a new, young, and growing business with a micro-budget and limited staff?"
The Good News: Anyone Can Brand
Yes, many of those Fortune 500 companies have hefty budgets, but they also have markets the size of a small universe. Many great businesses and super-brands started locally, regionally, or in a small niche. In many cases, smaller businesses can actually do a better job of branding with less resources because they can control situations better, move more quickly, and also clearly define, geographically contain, or lifestyle-segment their market. Today anyone can brand and land successful Brain Tattoos. Branding is not just for big boys and big girls. And it's not rocket science, unless of course you are NASA.
Not only is branding not limited to big budgets and big companies, many of your competitors' branding is really bad. They don't get it. They still think it's about the cows, and some may soon be with them in the pasture. Branding is a huge opportunity and competitive advantage in all commercial sectors that sell products, services, or ideas to humans. Unless I missed something, that would include your business.
How many of your competitors use the same lame, meaningless words in their marketing collateral-phrases like best quality, greatest performance, or dedicated service-to build and communicate their foggy brand story? How many treat their business card as some cheap afterthought, a discount yellow pages ad, or worse, put an entire brochure on a 2-by 3.5-inch card? How many have never even heard their own phone answered after hours by some less-than-happy, mumbling, grumpy after-hours voice?
All these initiatives are part of the brand. These efforts can work brilliantly with you or simply drag your brand through the mud. It's your choice.
Where to Begin Your Branding Initiative
Many companies whine about not having a budget for branding when actually many have enough resources; they've just wasted tons of their cash, energy, and time on self-inflicted brand dilution. They act and spend before they think about the impact on their brands. Once branding plans are in place, all major business decisions need to consider the effect on the brand.
Do these excuses sound familiar? "We've got lots of great ideas. We want to please everyone, so our marketing efforts are all over the map." No time for a written plan. Afraid to rock the boat. "We follow the pack where it's comfortable." "We don't have time to engage the troops within our organization to be brand champions." And you're feeling a little brand blue? Hello! You should be feeling sick. That is the fast-track death wish of a brand destined to be on the History Channel. This is not where you want to be.
Granted, business leaders have extremely full plates. There's business development, finance, human resources, office therapist, and even marketing responsibilities. This branding stuff seems like a lot of work, and, besides, there's a good chance you're totally left-brained and the most creative thing you've ever done in your life is wear a red tie or bubblegum lipstick. Not to worry. There is hope for you, and there are some very worthy reasons to get on the brand bandwagon now!
Growing a profitable business today means more than achieving market share. It means mastering mind share with strong Brain Tattoos, the pulsating imprint you plant on the minds of buyers, prospects, and stakeholders. Branding is so incredibly powerful yet a very simple process. A seat in the Branding Hall of Fame awaits you.
FROM THE BRAIN TRUST
Lead, Don't Follow
"Differentiate or die." Jack Trout, one of the godfathers of branding and author of Differentiate or Die, Jack Trout on Strategy, and The New Positioning: The Latest on the World's #1 Business Strategy
"Be distinct or be extinct." Tom Peters, business management and change guru, author of In Search of Excellence
Be Creative, but Keep Your Message Simple
Kick down the walls of boring and sameness and discover what's really so cool about your business and brand. Yes, this can be scary, but no real legends in business ever lacked courage.
At the same time, keep in mind that we live in a time of information chaos. Consumers are assaulted by truckloads of branding mumbo-jumbo every day. Make it easier on your customers and yourself by executing a simple, single-focused approach, and your story will permeate deeply in the minds of your market and will not wash off with time.
Branding: Not Just for Products
Most companies have many incredible branding opportunities right under their noses, but if those opportunities are not products on a shelf, the company executives don't see them. Remember, Brain Tattoos are the emotional connections between a buyer and the seller and are generally sealed with an extra layer of added perceived value.
Branding is not limited to products. If your business sells franchises, you can brand your training programs-how about something like The System Squad, for example? If you have a secret item that is "the punch" to your product, why not brand the ingredient, like JamminJuice? And then maybe you can license it to other products. How about you? Professionals, business leaders, and individuals can be branded, too. What about an annual event you produce? Coin a killer name, like Houston's HomeSpot. Build up the brand equity and you have a brand-new asset. (For more information about what you can brand, see Chapter 1.)
Branding: A Family Affair
As I mentioned earlier, most companies, professionals, services, and products have some sort of natural brand-the one they are born with; the sum of all of their activities, behaviors, and attributes. Some of these brands are fortunate enough to evolve from this unconscious state to a very strategic, purposeful Brain Tattoo, while others never tap their full potential. I like to organize and think of brands as a family affair.
Parent Brands
If you are a holding entity of one or more business units, you are a parent brand (or as I call it, the "mother" brand). Examples are Procter & Gamble and Johnson & Johnson. Many corporations fall in this segment. Like your brand offspring, parent brands need to have a clear purpose, market position, personality, and promise to compete successfully. These are not necessarily the same as your kids.
Kid Brands
Next, come the kids. These independent brands have their own set of attributes. Sometimes there are obvious, inherent family values passed down from the parent brand. Sometimes it's hard to recognize who their parents are. For example, Altoids, the highly hip, irreverent brand, is owned by Kraft Foods.
Cousin Brands
Brand cousins are extensions of a brand, like American Express Green, American Express Blue, and American Express Gold. They generally have a common name component or theme, but address a niche market's needs.
Licensed Brands
Once a brand has earned significant brand equity in the market, it can start building partnerships with complementary brands. Agreements are generally structured for brand consumption, royalties/compensation, and brand usage and identity control rights. A classic example is when McDonald's licensed its fun, family fast-food brand to Wal-Mart, allowing the retailer the opportunity to sell McKids clothing. It was a natural fit for both parties. Successful partnerships can generate significant ongoing royalties, extend the reach of the brand to new market segments, and add to the brand's visibility.
The Role of Licensing. Brand licensing has reached epic proportions across many segments of business, from software architecture to fashion, food, and commercial and consumer services. Under a typical win-win scenario of licensing, each brand partner, in the short term, gives up a portion of the revenues it could potentially gain on its own. In return, each brand partner acquires any of several valuable things, such as the extension of the brand into new categories, acquisition of new consumer and client segments, entry into new markets, gain in competitive market share, higher profit margins, or infrastructure cost-savings in manufacturing, research, marketing, and distribution. According to James J. Mammarella, a licensing and branding strategist and contributor to Brandweek, "Ultimately, brand licensing can keep a licensee more competitive and up-to-date. Brand licensing can provide a licenser the benefits of a secure revenue stream in the form of royalty payments and the associated guarantees."
Continues...
Excerpted from Brain Tattoos by Karen Post Copyright © 2004 by Karen Post. Excerpted by permission.
All rights reserved. No part of this excerpt may be reproduced or reprinted without permission in writing from the publisher.
Excerpts are provided by Dial-A-Book Inc. solely for the personal use of visitors to this web site.
Table of Contents
"Introduction
1. Branding 101 — Stick it where it matters
2. What’s brandable in your organization?
3. Is your tattoo one big smudge?
4. Getting in the creative groove
5. Ready, set, start the branding engines
6. The ideal mix — smart research, listening to your gut, and timing
7. Brand naming — a mix of art, skill, and luck
8. Engine #1: Knowing who you are
9. Engine #2: Uniqueness
10. Engine #3: Connecting with those who want what you have
11. Engine #4: Delivering a great experience
12. Engine #5: Speak loudly even when you whisper
12a. Visual identity
12b. Advertising
12c. Brand partnerships
12d. Media relations
12e. Community relations
12f. Sales promotions/events
12g. Customer service
12h. Sales
12i. The Environment and merchandising
12j. On-line
12k. Alternative and buzz activities
13. Breathing brand in your culture
14. Protecting your brand assets
15. Don’t forget about you and your "Brand Moi"
16. Tattoo taboos
17. Resources that rock
Afterword : By Michael Tchong
Recommended reading
Sources"
What People are Saying About This
"Hands-on marketing help from a guru who lives what she preaches!"
— Seth Godin, author, Free Prize Inside
"This book is brands-on action. Karen Post will show you a new way to make your phone ring with qualified prospects, convert them to sales, and add value to your operation."
— Jeffrey Gitomer, author, The Sales Bible
"Karen Post knows branding. From her own business identity — the Branding Diva — to her work with companies such as American Express, Bank of America, and Pepsi, Post's insights and experiences are fun and productive, and eminently applicable. The book's questionnaires, tattoo tests, and tool kits are useful tools to help business leaders and innovators rethink their personal and organizational brands and practices. Whether you're an internal Brand Ambassador or an external Brand Warrior, Brain Tattoos will help you improve and increase the impact of the mental imprints made by your business and your work." — Heath Row, Editorial and Community Director, FastCompany.com"