Brand it!: How to connect to the soul of the market

 

 

 

 

 

 

This is a digest for those who desire to attract the favour of the invisible hands that control the market; the God of Commerce.

 

 

It goes without saying that the world has become a very noisy place. Multiple businesses are clamouring for attention in ceaseless trains of transactions. Its been said that buyers won't mind if 70% of the brands cease to be. Short span of attention from the customers is not helping matters in any way as businesses have to cut through a huge clutter to pass their message. To be able to stand out of the pack (Differentiation), you need more than a breakthrough product, you need to connect to the hearts and minds of people. This process has many names. Traditionally, this process is called branding. Others like Guy Kawasaki; the veteran Silicon Valley brand evangelist calls it Enchantment. Interested in becoming the darling of the market? I say BRAND IT!

 

 

When next you come across someone who asserts "I don't care about what people say about me", be rest assured the person is either a disillusioned liar or an outlier of sinister proportions. The greatest need of man is the need to be loved. What differs is the degree of awareness and pursuit. Andrew Carnegie in his treatise (How to win friends) demonstrated this understanding. A brand is not a logo even though a smart logo helps. A brand is not a product even though there won't be a brand without it. A brand is a gut feeling about something (Marty Neumier, The Brand Gap). A brand is essentially an emotional phenomenon. It's what people think about something or someone. A brand is what they (the customers or the users) say a product or service is and not what a business owner thinks it is. This is why smart entrepreneurs will care about what people think about them or their products? It is not a brand if it doesn't click.

 

 

You have probably heard that those who stand for nothing will fall for everything. This is a truism. In life as in commerce, while we cannot get everybody to like us, we must be deliberate about getting enough people to accept us. We all need raving fans. Modern Industries and economies are built on the theory of testimonials and certifications. In banking for instance, rating agencies determine the credit worthiness and value of obligors and financial institutions. Employment today is based on competencies which are often based on certifications.  Progress in career is a function of fulfilling a number of criteria which amongst other things include satisfying perceived requirements called management requirements. Even religions depend on evangelistic performance to expand their broad base. Christianity rests  on the evangelistic mandate. This is the reality of today's world.

 

 

It would be mere recital to begin to examine the science and art domains of branding considering the great works of gurus and contributors. There are volumes of academic works and research reports that represent huge intellectualism. I particularly salute the works of sociologists, clinical psychologists and other humanistic contributors including erudite scholars in the variant fields of Marketing, Advertising e.t.c. My objective is to share my convictions and practical insights on how to deliver products, services and experiences that will not only meet needs, generate value but leave an imprint on the hearts and minds of the customers and indeed all the stakeholders.

 

 

1. Start with why. I insist that there must be something insanely cool about being a part of the noble community of Apple stakeholders. Whether as a user who wouldn't mind staying on overnight queues to be able to enjoy Apple's latest IPhone, a member of staff; serving customers at the Genius Bar or in one of Apple's factories, a member of board or even the marketing agency responsible for developing new Ad concepts, there is a pride attached to being part of a company that stands for something more than its uber-innovative and intelligent products. Apple's core purpose sets it apart. To make a dent in the universe is a purpose that's bigger than selling millions of phones to customers in markets where Apple doesn't even have a support center.  This is albeit the greatest singular challenge for today's businesses. Times are changing and businesses must connect to the realities. Today, the current generation (The Millennial); a special specie of humans are not moved by the traditional scorecards and bragging rights of being the biggest in this or that. All they want is to be a part of something bigger than themselves. They want to make real difference in the world.

 

 

 

2. Simplify the message. I come across many apostles of simplicity who hardly understand the very philosophy of minimalism. Less is more and that's all there is to simplicity. Simplicity is the ultimate sophistication (Leonardo Da Vinci). This is the only way to cut through the clutter in today's noisy regime. In its most effective attire, simplicity appears like vulnerability and many resist this gift.

 

 

 

 

3. Zag when others Zig. You can always be sure that differentiation is the forte of iconic brands. At the risk of being called stupid, brands often follow an unbeaten path to EVERYTHING. At the end of the day, entrepreneurship is about seeing the world differently and articulating that view of the world through innovative products, services and experiences. Be weary of the 'follow-follow' effect of bandwagon. When the push comes to fall, life is about the difference. Even the human eyes is configured to spot the difference. In life, people like and relate better with those who demonstrate their trust in cosy ways. We respond better to acts of kindness and naturally gravitate towards things that reinforces our view of the world.

 

 

 

 

There is no add and fast rule to life and living. The secret is to care enough about the things that matter. Wisdom (the difference) is profitable to direct. It's time to BRAND IT!



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