Strategy & Brand

It has been surprising to realize just how many business leaders are struggling with the same question: “What’s the point?” The question, asked any number of ways, is usually followed by a long  list of reasons and arguments for convincing the working masses to show up every day to do what “should” be done, that is, produce something that someone else wants to buy.

Organizations must exist to contribute positively to the human experience…that is benefit one’s quality of life, culture, and community. Quite simply work should empower people in their quest and pursuit of happiness as they labor, contribute, and create. Anything less and the business will flounder. The uninspired, overtaxed working community will struggle to maintain momentum and sustain passion in transactional cultures. Focus will wane, mission creep will set in, morale, productivity, and value will slide.

The current economic crisis is a reflection of our human crisis. We unequivocally must bring our humanity to work. Our work should reinforce our sense of purpose, our value, and feed our very human need to build and create. It’s that simple. It’s that complicated. Work is not an add on.

The quality of our work changes when we see it as a vocation and a service. Watch the quick clip of Rainn Wilson describing his role as Dwight Schrute as a “service” on Big Think.

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How will I know when it’s time to brand or re-brand? What are the signs?

If we agree that a brand is simply the central organizing principle that engages teams internally and customers externally then it makes sense to “evolve” your brand when your business is ready to evolve. When a significant change in course is required to remain competitive or kick up the game.

• You’ve evolved to the point of mission creep. No one knows what we really do around her. An evolved brand strategy clarifies the meaningful strategic course and the purpose.

• When you need to close the gap between what you do and what customers think that you do.

• When you decide to differentiate by more than price and function (the easiest differentiators to copy).

• When you have a story worth talking about, worth listening to, and worth supporting.

• To develop the company culture and attract likeminded, zealous, inspired talent that shares your values and purpose.

• To increase the value and effectiveness of your marketing strategies.

• To build trust with your customers.

• When a new competitor with a value-loaded proposition is storming your market, reducing your once “owned” differentiation to a cost-of-entry benefit, usurping your brand position, and muting your relevance.

• Your organization is ready to enter new markets with a disruptive and powerful proprietary advantage that changes the strategic game.

• Your products perform better in independent testing against your two biggest competitors. Yet, they smoke you in sales. How can you have lagging sells with a winning product?

• You have acquired competitors. The infighting is impeding the market penetration.

• You are hoping to secure venture capital for your big ambitions. But the feedback indicated that you had a confusing message and a vague image.

• Once upon a time brands weren’t necessary in your industry. Your reputation was your strategic advantage for years. Things have changed. New players pushing a sharp brand are gobbling up the best and brightest and nabbing the deals to be had.

• Your industry has changed, the people involved have evolved, and the business has morphed. You need a cohesive brand to align the new direction, the evolution, reflect the relevance and introduce your Big !dea.

• Your brand has been gauging your carbon footprint up and down the value chain: adopting minimal packaging standards, innovating efficient delivery, and advertising models. You are now recognized as a forerunner in the sustainability economy. This opens whole new worlds to you…if you let people know what you stand for.

• Your brand is recognized as a great employer; your superior work culture has been honored with national awards. You want to build your employee engagement, programs, and success into your brand story in the hopes of recognizing your working community of contributors and attracting top talent.

• When it’s time to quit spinning a tagline and your wheels.When you are ready to strut your thought leading, game changing, taking care of people and business, big-bold, strategic innovations.

It’s time to evolve your brand when you are ready to turn it up and on.

What exactly is a brand touchpoint?

A brand touchpoint is anything, absolutely anything, that you do in the course of conducting business that gives a customer a reason to think more or less of you.

• Does your grocery store schlep food and goods? Or do you bring health and nutrition to the hungry masses?

• Does it take 24-48 hours for your clinic to refill a lost prescription for an inhaler lost at camp?

• If you blindfolded customers would they know that they were in your bank? Do your processes and customer experiences communicate a bank-centric interest? Are your branches like every other competitor’s branch?

• Does your hospitalized patient feel more like a number in a transactional exchange than a human in need of wellness, control, information, and care?

• Do the signs posted all over actually guide anyone to where they need to go? Who does the language that you use speak to? Who do the systems and processes benefit? Do the incentives you offer reinforce your value and genuinely address the customer’s real need?

There are so many companies with so many brands that it is hard to believe there is much “new” out there. Do you ever get over whelmed by finding ways or trying to be inventive and original?

Finding ways to help relevant, authentic brands tell a unique story is rarely overwhelming, in fact it is energizing and inspiring.  Organizations with energy, curiosity, courage and chutzpah that are willing to take on the challenges of driving their brand forward are a joy to work with.

That isn’t to say there aren’t obstacles. The most common, and most difficult, challenge is in establishing a brand’s positioning. It’s thorny ubiquity stems from two realities.

The first reality is that very few organizations truly understand differentiation. They are so ensconced in their day to day world, that they cannot lift their eyes up to see what makes them special. They typically don’t want to do the hard work of excavating that which makes them different… the essence of their brand.  And, even after doing the hard work, they often have a hard time embracing their differentiation, because the results are rarely what they anticipated and most often are significantly different from anyone elses in the market. Which they should be.

The second reality compounds the first. The vast majority of organizations, despite their vociferous claims of wanting to stand out, be different and unique, in the end just want to do the same old thing. They want to do and say what everyone else says and does. Unfortunately for them, imitation has never been a form of flattery; it’s always been boring and it’s really overdone. You cannot fake brand relevance, it’s not cheap or easy; it can’t be copied or bought.  It is hard earned and hard won.

It is in that hard work, the excavation and research, missteps and do-overs, thoughtful days and restless nights that the obstacles are overcome… and a brand emerges.  In the end the challenge isn’t a shortage of creativity; it is invigorating everyone to set their creativity, innovation, and ultimately their brand, free.

I called your firm for an estimate for a brochure. I spoke with your communication strategist, forwarded marketing and communication materials, liked you on Facebook, and looked forward to a proposal. BlackDog declined the opportunity. I thought that you didn’t have time to write a proposal. I offered to forgo the protocols, agree on a budget, and proceed. BlackDog just flat out refused the work. Who refuses work?

First things first…I am sorry that you were disappointed by our response and that your efforts were likely delayed by our decision.

2.) Asking BlackDog to create a brochure is like asking BMW to make a little red wagon.

3.) BlackDog does and will thoughtfully decline project opportunities. We take our work personal and your business serious.

The official story (and long of it) is that BlackDog Strategy & Brand integrates the efforts of spirited brands that want to know how they can do what they do differently, simpler, and smarter. We align bold brands that challenge the boundaries, explore the limits, and harness their unique organizational competencies disrupting business as usual and creating new possibilities. We operationalize bold brands that are undaunted by the popular world view; brands that refuse to pay lip service to lofty missions or shallow pursuits.

We don’t spin communications or create noise at BlackDog; we humanize relevant brands that keep it fresh and real; brands that connect their Big !dea to what truly matters. We don’t fabricate shallow myths and we’re not persuaded by the demand for contrived hype. We partner with authentic brands that have people centric priorities, a story to tell, and a genuine contribution to make.

We champion the efforts of those that view their work as a vocation and recognize their accountability to society.

The short of it is that the organization that you represented likely wanted to create awareness but A.) didn’t have anything to say or B.) wanted to say what everyone else already was or C.) wanted to concoct a perception not based on reality.

I can say for certain that we never just decline an opportunity without putting up a good fight and making a strong case for substance, relevance, and authenticity. Selling out, mimicry, and the good ‘ole “tired” and true method of doing things the way they’ve always been done just isn’t for us and mediocre should never be for you.

What are your favorite taglines? Least favorite?

My favorite is “Live Free or Die”, the official motto of the U.S. state of New Hampshire, adopted in 1945.

I like “Don’t just watch TV; Direct TV”

I loved the Salvation Army’s Red Kettle Christmas Campaign in 2010: “When you put money into our Kettles, Expect Change”

The following reflect some of the most notorious tag lines:

Got milk? (1993) California Milk Processor Board

Just do it. (1988) Nike

Ring around the collar. (1968) Wisk Laundry Detergent

Where’s the beef? (1984) Wendy’s

Don’t leave home without it. (1975) American Express

It’s not a job. It’s an adventure. (1980s) U.S. Navy

Takes a licking and keeps on ticking. (1956) Timex

What happens here, stays here. (2002) Las Vegas

Pork. The other white meat. (1986) National Pork Board

It keeps going, and going, and going… (1989) Energizer Batteries

Friends don’t let friends drive drunk. (1992) U.S. Dept. of Transportation

The toughest job you’ll ever love. (1970s) U.S. Peace Corps

It’s not your father’s Oldsmobile… (1980s) Oldsmobile

(It was memorable but it did break the rules; after all “old”smobile has always been our fathers…and grandfather’s car)

As for least favorites: Never reward bad behavior…If it’s not worth repeating, don’t.

Is there a brand book for start-ups?

Probably. But it would likely be a mistake to read a brand book while you are working to bring a new endeavor to life.

The best book to read if you are launching a start-up is Guy Kawasaki’s The Art of the Start; The Time-Tested, Battle-Hardened Guide for Anyone Starting Anything.

Kawasaki marries sound business acumen with heart and guts.

And when you are done; read it again.

I have partners. I have very smart partners that are not very creative. For being very smart they don’t seem to mind that we have a tagline that is not smart or creative. I think that they (we) are concerned that we won’t know the difference between a good tag line and a bad one if we were to hire creative services. Any advice?

The word “slogan” derives from the Gaelic slaughgaiirm. As it turns out slogans are not for the faint of heart, a slaughgaiirm (slogan) translated is a “war cry”.

A Powerful Tagline is defined by essential characteristics:

1.)    Pop: A powerful tagline gets to it. A well-turned phrase is direct, succinct, and to the point in a few words. Excavating an expression that represents your brand is critical. Big ideas condensed create sticky messages. If you want it remembered and repeated…just say it.

2.)    Differentiates:  The goal is to tell your story with a little punch in a memorable quip. Communicate your attitude, core competencies, flair, and novel purpose in your own voice.

3.)    Capture the truth: Your tagline should be believable, straightforward, clear, focused, and original. Avoid lofty, pretentious, phrases that won’t turn a head, capture anyone’s attention, or mean anything to anyone. Stay clear of jargon and clichés (unless you have a new spin on an common quip).

4.)   Operationalized:  The last thing you want is a message that you can’t deliver and a brand promise that you can’t keep.

5.)    Recognizable: To thine own brand be true. Taglines are intended to reinforce the “word” that you want to own in your customers mind. The trick is to capture and communicate the brand’s collective persona.

6.)    Discover the universal truth in your brand: Sticky slogans get to the heart of the matter revealing an inherent quality, a universal truth, or a drive that all users can relate to at a meaningful level.

8.)    Bold: You want a slogan that is impossible to mimic. This is no time for obscure promotions. Your audience is listening for bold brands to speak up and in a customer centric voice. Be impressively, unequivocally, explicit about who you are, what you do, and what you stand for. Bland is boring. Avoid copy cat, cookie-cutter, safe, vague, tired, homogenized, and drab slogans. A bland brand is nothing to brag about.

9.)    Enduring value: Taglines that have stuck and lasted the test of time have dug deep with a simple message.

10.)    Customer focused: Never forget who you are talking to. Why do they care? Why should they care? What’s the need? The need behind the need? The shared perspective? The promise that compels? The real deal?

11.)    Works: And now that you have done all that…you need to vet it, “google it”, field test it on the outside, put it to the “mother-in-law” clarity check to ensure that it works for you and doesn’t belong to someone else.

We are always amazed at how many brand firms use the phrase “brand fuel” as their proprietary approach, in their taglines, names, and communications. Once upon a time it had zing…now it’s just overdone.

Does every company have to have a brand position?

Every brand has a position; whether it is by design, managed or not.

A positioning statement is an “onliness statement” that captures the “something” that the brand or product owns informing all communication strategies and related content.

How a brand is positioned and presented provokes how it is perceived; impacting success. A relevant brand stands out and apart in congested market places.

We are taking an industrial product to new, broader markets. Should we be  concerned with losing the confidence of our existing and loyal markets?

It is critical that you first understand the markets that support the product lines now to wisely interpret the direction, synergy, and prospective untapped markets moving forward.

Diversifying into new areas of business demands thoughtful consistency to avoid unintended consequences. Coherence emerges when brand owners and developers understand the target audience’s needs and point of decision preferences. Consistency maximizes and provokes awareness; assuring current markets while encouraging new target audiences to “try” your product. Consistency is the quality that evolves the past forward, ensuring that the history and diversity of time and change come together seamlessly; communicating dependability to customers. Assuming that you know who wants it and why, consistency will be the certain challenge to manage through market expansions.