I’m a brand,
so how could I be bland?
You want hype?
That’s not my type.
With all my might,
I’ll fight that hype
I’m unique.
Just not a boutique.
You see I’m big,
and that’s my gig
I’m a corporation you know.
That’s just the way to go.
And I’m a big brand.
I am I am Yes, I really am.
We spend a lot of money
telling you we’re sweet as honey
We tell you that we’re really smart,
and you’ll find us at the mart.
That’s what it takes,
for heaven’s sake.
To be a big corporate brand,
that’s never bland.
You really know
that’s the way to go.
You’ll buy my brand,
because I have you in my hand.
But please don’t feel blue,
just because big says it’s true.
When you’re small,
it’s hard to compete at the mall;
So you have to zig
when you’re not big;
Which takes some focus,
not some hocus pocus.
And when you don’t have a lot of money,
you may have to rely on sonny.
How, you say,
can you keep the big guns at bay?
By telling the truth,
and presenting proof.
Why you’re really cool,
and not just a tool.
And with that,
you can meet them at the mat.
You’ll find your loyal tribe,
without having to bribe.
You’ll create tons of value,
and succeed when you take that different avenue.
So you’re now a small brand
that’s never bland.
Watching Mad Men over the weekend made me think of the differences between then and now. In the 60s, advertising was so about running campaigns – perhaps the same year after year. Consumers had few options for their media. And little control.
No longer is it enough to create a logo and take out a few ads. They don’t work. Your customers have complete control over the media they choose. And an infinite variety of choices. So many that it’s often easier NOT to make a decision. Always easier to put a decision off for another day. Or after more data. More analysis. Problem is, more data makes a decision that much more difficult. There’s a point where too much information becomes a hinderance. When that happens – either customers choose the tried and true. Or nothing at all.
That makes it difficult for you to attract new customers if you’re not the tried and true default. What to do, you say? Create a brand so compelling it rises above the clutter. Make your brand the easy choice by knowing exactly what you stand for and what pain points your customers face that you address better than anyone. Then design a brand experience that wows and delights your customers that they keep coming back for more. You have to become crystal clear on this point. You have to know how you stack up to your key competitors and where you can gain the advantage.
Then you need to develop engaging campaigns, conversations that engage with your prospects, build trust and turn them into customers. That’s where a compelling, consistent brand image helps. It visually ties everything together, creating a snapshot in the mind of who you are and why you matter. When you’ve successfully done this, you’re poised to win in a brand 2.0 world.
