Hint: A logo is not a brand.
We all have different methodologies to determine if something is a good fit for us or if someone is compatible with us. When we meet someone socially, we may ask them where they grew up, where they went to school, what they do for a living, or about their hobbies and interests. In job interviews, we ask about experience, roles and responsibilities, and company culture. Silently, customers ask themselves similar questions regarding the companies with which they do business. For some, the process is deliberate and thoughtful. For most, it’s subconscious. Ask someone why they only buy Crest toothpaste while another will only use Colgate. They probably don’t know. They just like it.
What makes them like it? It’s probably not the taste or the texture. Most likely they’ve never compared, done a taste test, or even tried the other brand. It’s probably not about how much fluoride is in the toothpaste or how effective it is. They’ve probably never even looked at the ingredients. Dentist testimonials probably haven’t influenced their decision. I don’t even recall either company using endorsements as a campaign strategy (unlike Dentyne, which we know 4 out 5 dentists recommend to their patients who chew gum).
As it turns out, branding is extremely powerful. A strong brand bonds customers to its company and by extension to its products. Note that branding is bonding, and the bond is between the customer and the company, not a product. Nike makes sneakers (or athletic footwear if you prefer). That is a commodity. But Nike has a strong brand, so customers are loyal to Nike and not only buy their shoes, but all the other apparel and equipment that the brand now offers. The same is true for Apple, which makes computers, but they have a strong brand, so customers also buy their watches, phones, and streaming services.
A strong brand does not simply facilitate sales. A sale or purchase is transactional. A brand earns long-term business. It’s a relationship built on trust and mutual values. A brand turns a customer into an advocate. It’s a force multiplier.
Recently, a marketing director at a large company informed me that an ad concept could not be approved because it didn’t adhere to brand standards. Respectfully, I asked to see the brand book to ensure that anything I propose aligns with the brand. A PDF file was instantly delivered to my email inbox. The file contained fonts, colors, logo, usage rules.
A style guide is often mistaken for brand guidelines. A logo is an expression of a brand; it is not a brand. A brand is the meaning, the promise, and the values the logo represents. Without a reason behind it, a logo is just a graphic element. It lacks power.
Consumers, whether personal or commercial, want to do business with companies that make them feel good. That feeling can be emotional (security, comfort, belonging), social (values, community, causes), or operational (quality, service, or price).
Examples of emotional brand appeal:
Nike “honors great athletes and great athletics.” Its goal is “to inspire every athlete in the world.” Their tagline, “Just do it,” and their commercials are inspirational. Nike never explains how the materials or construction of their shoes make them better than Adidas or Converse.
Apple believes that “people with passion can change the world for the better – that people who think they can change the world are the ones who do.” That’s why they attract creators and creative thinkers. There tagline encourages people to “Think Different.” Apple never compares itself to Microsoft Windows operating systems or to HP and Dell computers.
An example of social brand appeal:
Everyone knows that Bombas donates a pair of socks for every pair you buy. The company expanded its product offering to underwear and t-shirts, which they also donate. They believe that “putting on clean, comfortable clothing every day is empowering.” They state that they “want to offer new, clean clothes to everyone who needs them.” (As an aside, I think “clean, comfortable basics are the foundation for human dignity and empowerment,” is a stronger statement, but that’s just me.) The company name is Latin for bumblebee because “bees work together to make the hive a better place.” Their tagline: “Bee Better.”
Examples of operational excellence branding:
Walmart promises to “help our customers save more of their hard-earned money for the things they care about most.” Every facet of their business focuses on keeping costs as low as possible so they can offer the lowest prices. If Walmart were to invest in state-of-the-art automation systems to improve service or décor to elevate the shopping experience, that would drive prices up, which would undermine their brand and customers probably would not be as loyal. Their tagline is “Save money. Live better.”
Zappos is focused on providing great service. They revolutionized online shopping by making it easy to shop, buy, and return. “We aim to inspire the world by showing it's possible to simultaneously deliver happiness to customers, employees, vendors, shareholders, and the community in a long-term, sustainable way.” The company tagline is “Powered by Service.”
NOTE: In each case, the core belief, the reason they exist, does not mention what they do, how they do it, or profitability. You may have a logo, color palette, and font style, but what do they mean? What do you stand for or believe in? How do you make customers, partners, vendors, and employees feel? What’s your brand?
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