July 2, 2013 Putting The Are Back Into Brand – Why It’s Important That Branding Gets Personal Branding Share this post: Some industries — such as fashion, food, magazine — seem to have a wildly plethoric spread of brands. So many brands, so little distinction or personality. In this post, I want to push further why it’s important that any marketing branding strategy gets personal. For many consumers, they are left to ask the question: what is to distinguish between them? And, frankly, often times, I think the answer is that there is really no sound difference. The products are rather equal, if not bland. The layout is rather unremarkable. Even the employees are interchangeable. So many brands just seem to exist for the purposes of surviving the lifespan of the founder. They smack of just making a living. And, of course, that’s a choice and that’s fine for some brands. However, for the brands intending to be around for the long haul (i.e. after the current CEO moves on), that type of indistinguishability is less forgiving. And the challenge is all the more complicated for those brands that are part of larger organizations (i.e P&G, Unilever, L’Oreal…). Making a difference We’re all working hard, fighting with the same 24-hour constraint, making what we believe are the best quality products for the price we have established with the resources at our disposition. Yet, some brands are bound to succeed better and longer than others… There’s obviously no single, fast recipe. However, to the extent life is short — even for employees — you wonder why owners and leaders don’t try harder to make a difference? What does your brand stand for, really? The issue is moving from a statement written on a lovely brochure, in an annual report, or on the wall by the reception and having that mission embodied throughout the organization, out through the partners and wider stakeholders. Finding a voice At the RIA Novosti Future Media Forum in Moscow last week, I was lucky enough to be on a panel with the ever captivating Chris Anderson (Wired, etc.) and he spoke about the need for media to have a voice, an opinion. Truly, the same should be said for brands. Brands are media (just as you and I are, if we so wish). If brands are to have an opinion, that opinion needs to be shared and voiced by the entire company, i.e. by the staff. That statement has far ranging consequences for brands, much less those that are embedded in larger organizations where career path equals interbrand movement. Strong brands are bands — a community that shares similar values. {Click to tweet!} The strongest brands have a sense of purpose, a defining mission that is shared by engaged employees, who are the first and biggest fans. {Click to tweet!} The great brands know how to make more than a living, and put life into the business. These brands put the “are” into living and being. Branding gets personal It is for this reason that I maintain that branding needs to get personal. Starting at the recruitment phase, it is vital that employees feel that they belong and can contribute. As Christine Day, the ex-CEO of Lululemon, once said of her company: “it’s a place where I can bring my whole self to work.” Magical words if you can make that a reality. You need to believe! If the CEO doesn’t live it, then it’s a tough call to expect the rest of the team to buy in. Are you living your brand as if you owned it? Are you your brand? Your thoughts welcome! NEWSletter Subscribe to Minter’s Bi-Weekly NEWSletter and receive a free copy of the exclusive and updated 8 Golden Rules of an eReputation Your Gift For Signing Up 8 Golden Rules of an eReputation SUBSCRIBE! You have Successfully Subscribed! branding, branding gets personal, lululemon, marketing branding strategy, personal, personality Minter Dial Minter Dial is an international professional speaker, author & consultant on Leadership, Branding and Digital Strategy. After a successful international career at L’Oréal, Minter Dial returned to his entrepreneurial roots and has spent the last ten years helping senior management teams and Boards to adapt to the new exigencies of the digitally enhanced marketplace. He has worked with world-class organisations to help activate their brand strategies, and figure out how best to integrate new technologies, digital tools, devices and platforms. Above all, Minter works to catalyse a change in mindset and dial up transformation. Minter received his BA in Trilingual Literature from Yale University (1987) and gained his MBA at INSEAD, Fontainebleau (1993). His newest book Heartificial Empathy, Putting Heart into Business and Artificial Intelligence, bowed in December 2018 and won the Book Excellence Award 2019 as well as being shortlisted for the Business Book Awards 2019. It's available in Audiobook, Kindle and Paperback. He is also co-author of Futureproof (Pearson, Sep 2017) and sole author of The Last Ring Home (Myndset Press, Nov 2016), a book and documentary film, both of which have won awards and critical acclaim. Minter has a new book on leadership, You Lead, How being yourself makes you a better leader, published by Kogan Page, that released January 2021. It's easy to inquire about booking Minter Dial here. View all posts by Minter Dial Previous post Next post
@ValeryLev July 4, 2013 at 1:21 pm Hi Minter, it was great seeing you again in Moscow. Thanks for this inspiring piece on branding. If branding is to get personal, then employees should treat their company's brands as they would their colleagues at work: respect them for their strengths and be constructive about their weaknesses. These feelings should not be blind, however. Great brands, no matter the positioning, seem to enjoy a balance of between internal and external perception, positive in both cases.
@ValeryLev July 4, 2013 at 1:21 pm Hi Minter, it was great seeing you again in Moscow. Thanks for this inspiring piece on branding. If branding is to get personal, then employees should treat their company's brands as they would their colleagues at work: respect them for their strengths and be constructive about their weaknesses. These feelings should not be blind, however. Great brands, no matter the positioning, seem to enjoy a balance of between internal and external perception, positive in both cases.
For or against? The Big Debate for 2014Branding and digital marketing strategy | The Myndset by Minter Dial January 27, 2014 at 10:45 pm […] between personal and professional is harder to segregate. It is my conviction that leaders and brands need to be more personal. To be clear, I do not mean total transparency (or showing of dirty underwear). However, your […]
For or against? The Big Debate for 2014Branding and digital marketing strategy | The Myndset by Minter Dial January 27, 2014 at 10:45 pm […] between personal and professional is harder to segregate. It is my conviction that leaders and brands need to be more personal. To be clear, I do not mean total transparency (or showing of dirty underwear). However, your […]