Whenever you’re starting something new or venturing into the unknown, it’s a bit scary. I’m sure I’ve mentioned it before somewhere in the annals of this blog, but being brave, or having courage, is about acknowledging the fear and still being able to move forward. If you’re going to build a brand, you need to start with the courage to try something different. Why? Because you’re trying to differentiate yourself.
Most people are risk-averse. As such, their businesses are risk-averse. But the problem with being averse to taking a risk, taking a stand, and making a statement, is that you then risk being the same. In some ways, this is a bigger risk than differentiating yourself. By saying the same thing as everyone else, you become like everyone else; you become boring. You become forgettable. And here’s the kicker: you end up supporting the industry leader. Alternatively, you become a commodity.
What do I mean by becoming a commodity? It means that the only differences between you and everyone else in your industry are some combination of price and accessibility. This means that people are only buying your solution (be it a product or a service) because the price is right, and/or you’re more accessible (closer, scheduling). If you’re buying a paperclip, where are you buying it from? Either the pound shop (likely cheapest), or whatever store is the most convenient for you. A commodity.
This is the trouble with most airlines, especially if you’re flying economy and are an infrequent traveller. At least if you’re a frequent traveller, you might want to stick with one airline to collect some points. But where do most people go to book flights now? You’re likely going to one of many travel sites. And what are you looking for when you get on those sites? You’re looking for flights that will best accommodate your schedule (accessibility), and you’re looking for price. Airline tickets have become a commodity. This is why smaller airlines have such a tough time, and why they end up supporting the industry leaders, and one of the reasons why airlines like Spirit Airlines become the joke of the industry.
But there is a carrier out there who has been able to overcome this and actually be a small airline that’s able to compete: Porter Airlines. They’ve taken a stand. They’ve made a statement. Their tagline, “Actually Enjoy Economy” is something they take pride in. It’s a brand that they’ve fully embraced throughout their business. In short, be brave.
Brave to say something unique
Whether you’re Porter Airlines, or if you’re just a fledgling company selling widgets, have the courage to say something unique. Have the bravery to be memorable. There’s a company called Karen’s Diner. I’m sure you know how becoming a ‘Karen’ has become a derogatory internet moniker. Well, this chain of restaurants has embraced being a Karen. They only started about three years ago, and they already have a half dozen or so locations. I’ve never visited, so I can’t say what their food is like, but it does look like they’re fully embracing their inner Karens. It’s satirical and just for fun, but they’re not just another 50’s style diner. They’re memorable. And they’re growing.
Brave to stick with it
I remember when I was in college, Amazon was a fledgling company that many people made fun of because they had a business model that most people didn’t think was sustainable. The word on the street was that they lost a dollar for every book they sold. Despite early doubts, Amazon stuck to its long-term vision, proving that persistence in branding can lead to monumental success.
But in terms of branding specifically, it’s about understanding a specific pain point that your audience has and speaking to it specifically, and over a long period of time. Rolls Royce didn’t start selling luxury yesterday; they’ve been doing it for a long time. Birkenstock has made a name for itself selling the “Birkenstock feeling” since the 60s. They didn’t try to cater to everyone, but for those looking for the feeling of freedom, well-being, and naturalness.
Brave to NOT look at ROI
Building a brand isn’t immediately measurable. Which means, you need to have enough faith in the process that this brand strategy is something that you can sink your teeth into over the long run. This is why for small businesses, I always say that brand marketing isn’t just about marketing, it’s about investing in your brand (which is the business); it gives you a very specific voice and direction to build your business. So long as it isn’t a disastrous brand position, it’s difficult to measure returns specifically on the brand strategy.
To measure whether a brand position is working for you will take time. Once you confirm your brand position and build brand assets (websites, brochures, etc.), you can start injecting the new brand position into your marketing strategy. After you run multiple campaigns around this marketing strategy, you now have some metrics to use to measure the success of this brand strategy. In this time, you will have received some feedback on whether or not people connect with this strategy, and you will have ROI on specific marketing campaigns that will help you to gauge the strength of this brand strategy. At this point, you can decide if you need to adjust your marketing strategy/campaigns, adjust your brand strategy, or if it’s time to completely rebrand.
At the end of the day, the majority of people buy with emotion and justify with logic. Nobody needs a Harley Davidson and nobody needs to specifically drink Starbucks, but they want it for that feeling of freedom and status. They buy the feeling, and then they try to justify it in their heads with logic.
So be brave. Have the courage to take a stand, have something unique to say, say it in an interesting way, and have the tenacity to stick with it.
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