Brian Basilico: Brand of Brothas (and Sistas)

Do you or your business have a brand? Of course you do. Can you verbalize it? Now, if I were to ask 100 of your customers what that brand is, what percentage of their answers would match yours?

A brand is so much more than just a logo; it’s flavor, service, handshakes, uniforms, colors, smells, flooring and so much more. There is a big difference between McDonald’s and Chipotle (even though they were once owned by the same company). There is a huge difference between the Apple store and the Microsoft store – especially in the look, feel and more importantly, the level of service. You go to Starbucks for the coffee and Dunkin’ for the donuts, yet both serve coffee and donuts.

Perception is reality, so you have to create, manage, and perpetuate your brand. You certainly don’t want to leave that up to your audience, because you may not like what they send back.

Brands Are Multi-Dimensional

Brands are not just logos, colors and fonts. They are the tangible and intangible aspects of the essence of the being of your business, your products or services, and ultimately a reflection of you.

Hear – Can people hear it in your podcasts, presentations or videos?

See – Is there a quality and continuity in the visual orientations on your website, paper bags, cards, signage or emails?

Read – Is the verbiage you are using to define, express and promote your brand building a bridge to your brand or is it digging a deeper ditch?

Brands Are Emotional

People tend to buy for either pain or pleasure. They want to remove, eliminate or avoid pain, or they want to invoke pleasure, fun and adventure. Does your brand speak to people emotionally?

Memorable – A brand has to have an emotional connection. People remember the good times and the bad. What was the last outstanding meal you had? When was your food service so horrible that you almost did not tip the server? What is your most memorable mediocre meal?

Portable – Great brands transcend the medium. If someone sees your logo, does it invoke the same emotion as your radio commercials or your uniforms (UPS vs USPS)?

Shareable – Is it easy for other people to promote your brand? Ask someone why they like Apple products (especially their loyal followers) and they are passionate evangelists. Same with Starbucks or Dunkin’, Coke or Pepsi, or Nikon or Cannon. People who like one or the other are always searching for talking points, and those brands understand that and try to feed the conversation.

Brands Are Audience-Focused

Is your brand something that your audience is actively engaging with? If you want to see this in motion, then find Dunkin’ Donuts on Facebook. Most brands just post information to their brand pages and expect interaction.

If your brand is going to interact with your audience, you have to humanize it on some level. Since most of you own or work in small business, does your audience REALLY understand what makes your business, service or products special? Do YOU REALLY understand what makes your business, service or products special?

In order for your brand to become audience focused, it has to show:

• Authority – It has to be recognized as the expert in your industry, or the obvious best choice to solve the pain or pleasure issue! Everybody and every brand starts from ground zero, so get your audience to prove it to others through reviews and testimonials.
• Authenticity – Be transparent. If someone has made $2,000,000 with their proven formula, then why would they sell it to you for $9.95? If you are an “Up and Comer”, then don’t act like “We Are The Industry Leader.” Prove that you are a great alternative and why!
• Advocate – Be there in the gap for the market. Show how you have peoples’ backs and are willing to go the extra mile for their success. The world is filled with brands that will take your money, and then say sorry can’t help you.

This is very emotionally charged for me. I see so many people throwing good money at bad, because of sales pitches, slogans, graphics, headlines, and utter BS that separates people from their hard-earned dollars, only to return lost hope and dreams. Not every business can afford to do trial and error marketing, and with the hope of the quick fix, they often fall further back!

Don’t believe me? How many “I am Prince Wucka Wucka of the Great State of Nigeria, and I have $2,000,000 that I have no persuasion to get from my forlorn country but to send you a random (but personalized) email” do you get per week? If the emails didn’t work, do you think these people would keep trying? Trust me…people bite daily!

Work hard at developing, growing and enhancing your brand every day!