The Counter-Intuition of Brand Building

posted by David Wolf on Oct 13, 2007 | Comments (0) | Permalink | Trackback URL

In a recent interview with author and branding expert, Laura Ries, I had another “aha” moment about business.

As entrepreneurs, it’s only natural that we think of “expansion” as a good idea when it comes to growing a business. But when it comes to building a brand, such is not the case says Ries. In fact, it appears that “brand expansion” is a mistake both big and small businesses make everywhere!

The other big idea that Laura present also ran counter to entreprenuers—particularly those that are technicians. Brands are not born by doing “better work.” In order to build a real brand, you must stand for SOMETHING. In order to stand for SOMETHING, you cannot possibly stand for EVERYTHING. You don’t want everyone as your customer. You have to choose. You have to select your customers. You have to contract and focus. Aha! you say?

All of this of course applies to every business and every brand. In fact, it’s a universal truth that works everytime.

Ries also talks about where the brand “lives.” We think we control our own brand. Well, yes, but no. The brand lives in the customers perception of your company, therefore it is really not controlled by the business owner or management..at least directly.

Author Jeffrey J. Fox says that a mistake many business owners make is that they promote themselves from the point of view of themselves….instead of the customer! They get caught up in the daily matters and tactical work they do, often times forgetting where the image of their company really “lives.”

Brands live in the psyche of the customers. Period. Stand for something. Really stand for something.

The interviews with Laura Ries and Jeffrey J Fox can be found by searching Podcasts here on http://www.smallbizamerica.com. Great listening.

Great brand reading:

The 22 Immutable Laws of Branding

The Fall of Advertising and the Rise of PR

The 11 Immutable Laws of Internet Branding

How to Become a Great Boss: The Rules for Getting and Keeping the Best Employees

The Dollarization Discipline: How Smart Companies Create Customer Value…and Profit from It

FILED IN: Blog, New Thinking, Marketing