Logos, trademarks, and symbols fill the world stage and marketplace with a ubiquitous regularity in our digitalized age of modernity. The task herein attempts to create a convincingly realistic, and smart, email to a friend to help build their brand. The background highlights Starbucks – as the rubric for a mini-case, and thus exemplary of a great world-class model. The assumption is the advice is rendered from the perspective of a branding expert.
Hi Bob,
It is so exciting you’re going to move forward with starting your company! It’s my pleasure, as your dear friend to give you a few pointers. First of all, you want to imitate the winners in the ‘game’ of branding. That is to say copy the most successful methods, and model the best-of-the-best of who’s out there. That’s why I draw your attention to world-class branding that Starbucks has implemented. Think about it, Bob. What are some of the key elements that makes the Starbucks branding so recognizable? But not only that. There’s a certain personality, creating a feeling and psychological connection in the mind’s eye of consumers whenever he or she thinks about Starbucks – and what it represents.
In other words, Bob, you need to think beyond the excellent product and services you’ll be offering. I know, it may sound weird, but branding stretches lightyears beyond however good you feel your product to be. Let me explain. In our mini-case example, consider Starbucks. Now, generally speaking we all know that a cup of Starbucks coffee will most like cost more than other brands – right, Bob? This is pretty much common knowledge. But the Starbucks brand does not use its ‘logo’ to claim an advantage in pricing. The world class advantage in its branding conveys elements of: Personality, Leverage Options, Segments, Relationships, Meaning, Image, Equity, and Architecture okay, okay, I know, these may sound fancy. But Bob, the branding is more about the how and why of what you’re selling, the quality of performance, perception, and feelings. Those last two are HUGE! How do you feel, or what do you think about when Starbucks comes to mind? For me, it’s that warm cozy feeling when I last met with a long, lost friend to touch bases on a night when I had been a bit emotionally down. Starbucks in terms of its experience ~ in my mind and heart, lifted my spirits just as I knew it would.
Personality is big. You’re a smart guy, and I’m glad you’re my friend. So really think deeply about how your brand will deliver the concept of personality and meaning to the experience you wish people to associate with your product. Just as in the mini-case illustration of the Starbucks brand, Bob, you need to essentially build two tracks of image focus while constructing your brand. One: focus on the product/service, category, packaging, and pricing. Two: (the other half) focus on ad styles, means of communication, company image, and don’t forget sincerity. Are you forreal, with a down-to-earth attitude in the branding, which comes across as honest and friendly in a straightforward way? Or will your branding scream: “Corporate Wanna-be, Slick, My-Sole-Purpose-is-to-Make-A-Buck”? You can see the difference, right away.
I really want you to succeed, Bob, and I know you can. Here is something else to consider, friend. Try to put yourself in the mindset of your ideal target group of users of your product and service. Are they older, younger? More or less sophisticated? Will they mostly be buying and seeing your advertised branding over mobile phone devices, or more likely to see it on billboards and in magazines (online and offline print), and social media? Check out your levels of sophistication, and how you wish your brand to subliminally come across in terms of reliability, and competence. Most of all, keep reverting back to the perception your branding creates in the mind of your users. This aspect cannot be emphasized enough. Hey, I was reading an article by a guy, Henderson, who suggested a small-biz branding strategy may not necessarily be multinational (like Starbucks), but the goals you wanna reach in the plan is basically the same. Another guy in the Harvard Business Review – yepLol, I read a lot – that branding should have a kind of “hook,” perhaps like associated with a way of life, or resonating with a cultural perspective of some segment. Another piece of advice is to take full advantage of the social media formats out there, Instagram, Facebook, and more. Meet your customers where they are likely to hang out. For example, if you’re selling electric bikes to the outdoors-sports crowd, assemble your branding according.
Finally, Bob, remember the concept of brand architecture is just a way to express your branding/logo outward appearance as associations. Values, feelings, and culture will drive brand extensions of image-related and complementary ways to show people your distinct features. If you can effectively combine the qualities of personality into your brand, making your business’s personality come alive – you’re on your way to success, buddy! The visual and colors will also speak volumes to your intended audience. Brand evolution and line extensions should connect the logo/brand to what you want people to feel, or associate, your offering with. Don’t forget to leverage your brand. In other words, after you’ve established your key logo/brand, use it to reel in more sales with different products and stuff that’s correlated to your main products. You might consider doing a small test, or research survey about the branding you’re thinking about. This way, you can get valuable feedback without investing further capital into the effort. Hell, marketing is expensive manand don’t I know it.
Anyway, all the best to you, Bob. Feel free to hit me up when you run into any snags or have anymore more questions. Don’t worry. You’ll do great. Just remember to study the world-class leaders branding/logos and images. These images and symbols are doing work, and conveying meanings beyond the products and services they’re selling. Take care, and hope to hear from ya soon.
Works Cited
Hendershot, Steve. “Some Free Advice About Branding.” Crain's Chicago Business 39.18 (2016): 0026. Small Business Reference Center. Web. 4 June 2016.
Piper, Tim, Neha Bindal, and Marc Dhalluin. “How Digital Has Changed Branding: Interaction.” Harvard Business Review94.5 (2016): 18. Business Source Premier. Web. 4 June 2016.
