My husband and I love to travel, from a weekend getaway to out of the country travels. For me, it’s a way to rejuvenate and see the world is constantly changing. While traveling I enjoy taking snapshots and recently, while on a trip up North, I captured a picture of a Honda and a Safeway truck, two of the most recognized brands. While in New York City I couldn’t resist taking a picture of the Michelob beer ad in Times Square.
It’s interesting if you see the visual representation that connote the emotional aspects on Michelob. A couple is strolling down the beach. It’s definitely representing the emotional side of their brand communications. To have the idea and imagination that you too should live life to the Ultra…enjoying and living to the fullest. What do all of this 3 brands(photos above) have in common? They have a strong brand story behind each of their company/logo ID/ad. An icon simply doesn’t tell the whole story. We are living in the age of less is more. Visual representation is as important as how you tell the story with words. All three examples tell a complete branded story telling experience that will hopefully becoming an attention grabber and will be forever in our memory. The study said the average American spent around 3,530 hours with media last year( newspaper, tv, billboard, internet etc….) Well, if you think that they will remember everything? Think again…. which of those really have the most powerful impact on them?
Well, the idea of creating brand story telling is vital…
What would your brand speak to? What kind of perception demonstrates what is important to your company?
Brand power is a lot more than just creating a simple mark of identity/logo, tagline or developing a creative look and feel. Yes, it is important to portray a distinctive yet effective message to the consumer regarding the overall package. The message needs to speak to you and your company as a whole. Your employee must speak and walk the brand attributes that you are communicating outwardly. So, basically inward is as important as outward. I’ve always share this piece of advice with all of my clients, the fact that you can’t build a brand in one day nor a month. It is simply about an evolvement of your company as a whole. Try to think outside the box of where you would like to be a few years from now( yes, I know its super hard when you are starting from scratch) but, it is important to have a refined projection of who you are as a brand. For example, Target as a whole, has done a great job creating a well known brand from nothing to something. If you enter their HQ building or speak to their employees. They are all have the same directions in term of branding and they are constantly evolving as a company. This influence is a paradigm shift. Target had done a great job as being nimble as a company. They are ready to build a lifestyle company that most consumers would have to live and breathe for. In short the must haves vs. should haves. If you need to buy necessities the first thing you think of is Target not because you wouldn’t be able to find the same exact things other places but Target has been the audiences first and foremost choice among the others. It is convenient and the one place that has variety which is convenient for shoppers.
So why is it so important to build a unique yet effective brand for yourself and your company? Simple answer…to be the leading trendsetter in your industry. Wouldn’t it be great to feel the power of a recognizing brand when people speak about YOU!