Keywords

brand, business, customer, unusual, strategy, category, company, call, options, define, idea, typical, market, number, marketing, interesting, people, attract, understand, list

I want to start by stressing that branding goes far beyond merely having a logo or a visual identity. To me, a brand is essentially "the meaning that people attach to you and your offering"—the deep-rooted perceptions and associations that audiences form about a company.

In my view, branding should permeate the entire organization and not be confined to just the marketing department. Without a cohesive brand strategy that starts from the top leadership and trickles down, companies risk sending mixed messages and may struggle to find their footing in the marketplace. Branding, as I see it, is one of the most crucial elements for any business to master because it lies at the core of a company's culture, influences decision-making, and shapes customer experiences.

However, I identify two significant challenges that companies frequently encounter when it comes to branding—the "mind trap" and the "brand trap." The mind trap involves how the modern human brain processes brands, focusing on what is different and valuable rather than what is familiar. Overwhelmed by numerous options, consumers tend to simplify and categorize brands, making it tough for newcomers to gain a foothold.

On the other hand, the brand trap happens when companies merely imitate the market leader, resulting in a "sea of sameness" where brands compete mainly on price. I argue that this is the "worst thing a company can do" because it fails to establish meaningful differentiation and traps brands in a downward spiral of competing on price alone.

The solution, from my perspective, lies in crafting a strong brand strategy—a strategic plan that defines a brand's unique long-term value proposition. This strategy should align with the business's commercial goals and create value for customers. It should influence critical areas like talent acquisition, product innovation, and customer experience.

I share several examples of brands that have successfully developed differentiated brand strategies. Take Liquid Death, a water brand sold in cans, for instance. They have cultivated a rebellious, environmentally-conscious identity that distinguishes them from typical bottled water brands. Fiat has leaned into its rich Italian heritage and culture to stand out in the automobile market. Similarly, Cooper Parry, an accounting firm, has adopted a radical, entrepreneurial mindset to attract top talent and clients.

To aid companies in developing their own brand strategy, I suggest several practical exercises. First, I recommend listing a brand's attributes and offerings and comparing them to competitors to pinpoint unique aspects. Next, I advise creating a list of typical category norms and expectations, and then deliberately designing the brand to be the opposite—unusual and different in a way that adds value.

I believe that communicating this unique value proposition to the entire organization is crucial. The brand strategy should be more than just a marketing exercise—it needs to be embedded in the company's DNA, with full alignment from leadership. When executed effectively, I argue that a differentiated brand strategy can drive significant business growth and success.

I emphasize that a strong brand strategy should influence all aspects of the business, from customer interactions to employee culture. I caution against relegating branding to just the marketing department, as it needs to be a strategic priority that permeates the entire organization.

In conclusion, I urge businesses to deliberately manage their brand and seek out what makes them unique and different in the market. I offer additional resources such as a workbook, podcast, and mastermind group to help companies develop and execute effective brand strategies.

Overall, my key message is that branding is not merely about logos and visuals—it’s about defining and communicating a brand’s unique meaning and value proposition to customers. By developing a clear, differentiated brand strategy, companies can create a lasting competitive advantage and drive business success.