That's Not me?!
Do you have brand EQ?
We’ve all met that person at a social event who energetically walks around the room, introducing themself to anyone whose willing to give their attention, and then continuing to interrupt conversations just to share their funniest stories. You can feel the desperation ooze from them.
I don’t know about you, but I often try to avoid these kinds of people as soon as I see them approaching. They try so hard to be liked that it is repelling the very people they want to connect with. Sometimes a person’s insecurities lead them to their demise.
A little self-perspective is so good and saves us from the sabotaging behaviors that finds isolation instead of connection.
Brand Awareness
A brand can have this same effect.
Often business executives think of branding as just getting their logo on anything and having their name wherever possible. In most of these instances, just having someone see a logo does not necessarily increase brand value.
Apple’s Messages feature is a great example of how a business decision can change brand value. When an iPhone message appears blue, instead of green like non-iphone users, there is differentiation. While some may find this helpful; others can find this as a divider of the haves and have nots. A way to distinguish those who are in the Apple tribe and those who are not. Wall Street Journal title an article about this feature as “Teens dread green.” This kind of product development combined with customer perceptions create brand value. Some may think is a brilliant branding strategy while others may see the cultural impact it has on young people. I think Apple is betting that it makes users feel an increased sense of status and a desire to be part of the tribe.
Or how many times have I been scrolling an article to be interupted by an image of actors who look like current politicians? It caught my attention and after stopping to look, I realized I was faked out! I still don’t know who or what those ads were for, because I will not click or buy anything when I am faked out. This kind of brand is not for people like me. I will not be duped! How your brand shows up adds or subtracts value from your brand.
Ask yourself, how can I highlight positive brand differentiation when my customers interact with my product or service?
Brands can grab our hearts and we become brand enthusiasts, yet one weird quirk or lackluster experience may change that brand value and customers find a way to switch. Often a business does not even see it coming, but change is always happening.
What are some ways that brands fall into this trap?
Here is a quick list of types of marketing strategies that often cause brands to lose value.
Copycats: Brands that do what they see others do without any research or basis for why they are doing it, too. This creates a lack of trust that the brand is real and not a quick scam.
Fast Flashers: The quick DIY, low-cost approach to advertisements and content that is cheap and low-quality often communicates just that… it is a cheap and low-quality product or service. Maybe that’s OK if your brand is cheap!
Pushy Chokers: Sometimes a Brand is just a bit too eager to move customers onto the next thing that they keep slamming one more promo down the throat. Overwhelm=No!
Faux Charmer: It’s weird how some Brands come off as this amazing, solve-all-your-problems company that really cares, but then when a customer finally decides to buy, all of a sudden the quality or service just falls flat.
One Solution:
Create a brand strategy so that you can align your executions with your brand values and promises. One thought to consider is how Brands are more than the logo but an all-encompassing position and message that help people to know if it is right for them. This process allows you to discern if certain marketing or business activities match how you want to show up in the world.
Is your brand behaving intentionally? Or is it just going around yelling about all its greatest accomplishments and offerings without considering how it is making others feel?
Or maybe your brand is like the sheepish person standing in the back corner, waiting for someone to finally notice their great attributes but not engaging with the room to benefit those around them.
What a tragedy because those who need or could benefit from your brand’s value will never experience it.
Do you have brand awareness? How is your business showing up for others?
