A recent study in Australia created a list of the most recognised brands by Australians. This study was not limited to products or commercial ventures. The survey asked of a tiny example of Australians, only 1000 of them (is that even statistically significant?), and then was judged by a panel of industry “experts”, but the criteria on which they were judged is quite a valid one
“A brand had to fulfill three criteria: whether consumers could easily understand what it stood for, if there was a clearly articulated belief, and whether there was behaviour particular to the brand, for example, people went to great lengths to defend it.”
Many start-ups use the whole vision/mission statement as more of a marketing exercise rather than articulating what makes them PASSIONATE and DIFFERENT.
Passion is a universal attractor, humans are wired to be attracted to someone who is excited about something. Think about it, you are an early human on the Serengeti Plain and one of your tribe runs up gesticulating. They have information you NEED to know because information equals survival. Instantly your attention on an intellectual AND emotional level is focused on this person. Whether that information was they had found a great place to catch dinner, or that something was coming that was going to make you dinner, did not matter.
Not many people/companies convey that kind of passion, and that is what drives the third step of the branding criteria. Particular behaviour to the brand.
Plenty of factors can ruin any chance you may have of building a good brand, let alone a great one. Bad customer service , the naked desire for cash, any form of incongruity between what is said and what is done spring to mind immediately, yet these things are often the trademark of internet marketing businesses (no wonder people think IM is the playground of shysters and scam artists).
Look at the Australian Top 20 and see if you know or agree that they fit your idea of great branding
1. Hells Angels
2. Apple
3. Star Wars
4. Dove
5. Moleskine
6. Smiggle
7. The Body Shop
8. Virgin
9. Alannah Hill
10. Ecko
11. Catholic Church
12. Nike
13. Free Hugs
14. Harley Davidson
15. Peter Alexander
16. T2
17. Bra Boys
18. Sunrise
19. Circus Oz
20. Boost
You can bet that branding will be one of the areas we will be covering in the SWBN.
Planned and executed my exit from the corporate world. Walked away with a 6 figure payment to boot.
Hello Allison,
Great to see that the Hells Angels are at the top of the list. LOL!
I feel that when it comes to showing passion for a product or service, I find it very hard to relay that as a written document. I know that is where the videos would be very beneficial so, you can include voice tone and facial expressions.
In a business sense, Passion only comes from personal experience. I can not be passionate about something that I do not really find useful in my life. I feel this is what causes allot of spam. People join a program (or offer a product or service) that they themselves do not fully understand the benefit of but, they were told that it was great and they could make money. Without a personal story they can only post or pass along what they have been told which in many cases is a copy and paste ad written by someone else. These are the same people that when ask questions they tend to shy away or give a general (read from what they were told) statement. No passion, just push!
People also have to understand that when it comes to self branding, not everyone is going to like you the way you are. But, only by being your true self will people see your passion. Kinda a catch 22 in my case! LOL!
Ok, I am practicing short post.
I look forward to seeing what you ladies have in store for the SWBN Group.
Sheryl
Cheryl great comment as always!
I was amazed too at the Hells Angels yet when you think about it, yep they are totally brand aligned. You think about them a certain way and they act that way. A self fulfilling circle.
I absolutely agree with your “no passion just push” comment too. I believe that women are very sensitive to being sold a line, and shy away from doing it themselves. I have not met one single female marketer who thinks that doing it like the “big boys” is comfortable for them.
I am not saying that the “big boys” are spammers (well not ALL of them), but that the congruity we look for just isn’t there.