Skip to main content

"Brand Is More Than Logo" - Convincing The Client

In the realm of brand, to get beyond logo, your goal is to show very tangibly that:

*  The "real" brand has to do with delivery not just image.

* Delivery occurs through employees.

* Employees therefore drive brand value.

The problem is that people convince themselves - rarely are we convinced by others. Pure "facts" and "feelings" are not enough.

Your job as the consultant is therefore to facilitate the process of self-convincing.

Generally there are 5 factors leading a person or group to shift their point of view or belief system. All go back to "WIIFM" ("What's in it for me?")

1) Biological incentive - The new belief system energizes me, makes me feel good

2) Financial incentive - I will make more money 

3) Psychological incentive - I will experience positive emotions or negative ones will be alleviated 

4) Social incentive - I want to be respected by my peers, I want to be "in the know"

5) Spiritual incentive - I want my life to be worth something, I want to make meaning 

Therefore, your job as the consultant is as follows:

1) Figure out which of these drivers of change is primary for the client.

2) Demonstrate how the client's primary driver is ill-served by current thinking, using:

--Benchmarking -- e.g. How others are winning 

--Gap analysis - e.g. client's perception versus stakeholder perception 

--Optimization analysis - e.g. a projection of potential improved performance 

3)  Providing a simple visualization of what brand optimization would look like and how YOUR team is best poised to deliver the custom work needed. (Most likely you will need to partner with others because no single firm can do it all and do it best.)

The specifics of this conversation and presentation vary from client to client because it has to be tailored to the factor that is most convincing to them.

At all times the constant is that clients learn through interaction with you. You are the expert facilitator of their enlightenment. Words on a page are not enough.

Good luck.

* All opinions my own.

Popular posts from this blog

What is the difference between brand equity and brand parity?

Brand equity is a financial calculation. It is the difference between a commodity product or service and a branded one. For example if you sell a plain orange for $.50 but a Sunkist orange for $.75 and the Sunkist orange has brand equity you can calculate it at $.25 per orange.

Brand parity exists when two different brands have a relatively equal value. The reason we call it "parity" is that the basis of their value may be different. For example, one brand may be seen as higher in quality, while the other is perceived as fashionable.

________________
All opinions my own. Originally posted to Quora. Public domain photo by hbieser via Pixabay.

What is the difference between "brand positioning," "brand mantra," and "brand tagline?"

Brand positioning statement: This is a 1–2 sentence description of what makes the brand different from its competitors (or different in its space), and compelling. Typically the positioning combines elements of the conceptual (e.g., “innovative design,” something that would be in your imagination) with the literal and physical (e.g., “the outside of the car is made of the thinnest, strongest metal on earth”). The audience for this statement is internal. It’s intended to get everybody on the same page before going out with any communication products.Brand mantra: This is a very short phrase that is used predominantly by people inside the organization, but also by those outside it, in order to understand the “essence” or the “soul” of the brand and to sell it to employees. An example would be Google’s “Don’t be evil.” You wouldn’t really see it in an ad, but you might see it mentioned or discussed in an article about the company intended to represent it to investors, influencers, etc.Br…

Nitro Cold Brew and the Oncoming Crash of Starbucks

A long time ago (January 7, 2008), the Wall Street Journal ran an article about McDonald's competing against Starbucks.
At the time the issue was that the former planned to pit its own deluxe coffees head to head with the latter.
At the time I wrote that while Starbucks could be confident in its brand-loyal consumers, the company, my personal favorite brand of all time,  "...needs to see this as a major warning signal. As I have said before, it is time to reinvent the brand — now.  "Starbucks should consider killing its own brand and resurrecting it as something even better — the ultimate, uncopyable 'third space' that is suited for the way we live now.  "There is no growth left for Starbucks as it stands anymore — it has saturated the market. It is time to do something daring, different, and better — astounding and delighting the millions (billions?) of dedicated Starbucks fans out there who are rooting for the brand to survive and succeed." Today as …