We’re Gonna’ Brand Like it’s 199…2008
In just a few days we will all be bringing in the new year of 2008! Whenever I think of New Years Eve Prince’s song comes to mind singing about how we are going to party like it’s 1999. We all know the history behind 1999 and the Y2K “problem”. Yet I find something very interesting about iconic songs such as this one. The song has had such an impact on culture that whenever someone talks about New Years Eve the tune of his song comes to people’s mind and singing ensues.
As a business we all dream of having an impact on culture that people will sing your tune, say your tagline, ask for your brand when referring to a product category (i.e. Kleenex or Rollerblades), or demand your brand for ages when a need in their life comes to mind. Few businesses invest in understanding how to brand, what to brand, or even what branding is. For those who do invest in the understanding of what branding truly is and what it can do for them will hear people sing their tune, say their tagline, and ask for their brand for years on end. Much like how right now I’m thinking of Prince’s song.
My favorite college professors once told me, “Tony there are many ways to climb a mountain.” I think this is true to all aspects of our views in life and business. Craig and I have taken the idea of what branding is and have taken it apart piece by piece, ounce by ounce, and debated back and forth the “idea” most of us have in our minds of what branding is. Branding in it’s simplistic form is the established personality of a business coming out in the many forms of media, marketing, sales, communication, and business culture.
Prince was a brand. He not only had a personality, he was a personality. The clothes, the image, and the lyrics of his songs all supported his brand. He sold it like no other. Now I’m no Prince fan, but I have to give it up to someone who went from having a name to being referred to as a symbol and then back to having a name and still being an icon. How was he able to do this? Because his personality never changed. Even though he changed his name to a symbol (for legal reasons) he still maintained his personality and that is what people fell in love with.
Does your business have a personality that looks, acts, and talks like it deserves to become an icon for ages or do you look at your business and cringe at the thought of how people might perceive you? The worst thing a business can do is place materials in front of their clients that do not match how talented they are.
On your New Years Resolution I encourage you to take a real good look at your branding. Craig and I will be sharing our marketing minds with you in this blog discussing our many conversations and views of what branding means to us. If you’re interested we have a class we will be teaching this year called Brand Demand. We’ll post more about Brand Demand very soon, for now leave us a comment or contact us via phone.
Here’s to a great 2008! Cheers!