I wanted to cover what branding isn’t within tonight’s blog.
People think branding means placing your logo on every piece of collateral possible
or adding a logo to a non-profit event. Sure, these are components, but
branding isn’t about simply being visible. Branding is about the emotions
people feel about the products or services you sell when they see your logo.
Last night I talked about Target. If you see a Target logo now, chances are you
think security breach over savings.
People think of a big, white bobble head now when they think of Jack in
the Box. In the late 90’s, they associated the brand with a deadly meat scandal.
The Jack in the Box brand effectively changed the perception with several
layered marketing and publicity campaigns.
When you associate news or positive feelings with a logo or a company
name, know that business has either a
great branding team or a really bad PR team (depending on the feelings).
All this said, I want you to write down five of your most
favorite brands (it can be any type of product or service) and why. Next, write down five of your least favorite brands
and why. Think of the emotions that come up when you write down each of the ten
names. These feelings are what brand strategists play to. Now, think of your
own company. Are you playing to emotions or are you focused on artwork?
Until tomorrow,
Coco the CEO
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