Three Tips On Branding
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Maybe the Frog got it right?

Could it be? Is it possible that a green puppet voiced the answer to a question that marketers have been asking from time immemorial - "How many is enough?"

“Maybe you don’t need the whole world to love you, you know? Maybe you just need one person.” — Kermit the Frog

The brands that know their market position, not only know how they got to the position they currently hold, they know how to maintain it. They also know who it is that they are engaging with, they know who they are talking to! OK so maybe Kermit wasn't completely correct, perhaps they need slightly more than one.

Even so, working on the assumption that The Frog wasn't absolutely right, this insight, the knowing who they are aiming at derives from inside: from the knowledge who and what they are (and are not) comes the key to becoming expert on the 'main target'.

What can we take out of this sort of information, how does what I have just typed into my keyboard help us poor puny marketing tyros?

The first thing I get from it is that it is becoming more and more necessary to "Know Yourself"! Understand the what, why and who of yourself and what you are trying to do.

Do you want to be a salesman? Forever tied by commissions to finding the 'next best thing ever'? Is that how you see yourself in two, five or ten years from now?

Or maybe a developer or producer with your income determined by the efficacy (or otherwise) of your latest release or product?

Perhaps you would rather become some sort of coach, a mentor, a teacher? You know what they say about teachers, "Those who can, do. Those who can't, teach"

Within those words lies the first step, the first tip to being able to brand yourself and your company. Look deep inside and find discover yourself, find your driving force, your motivation. As you locate where you are based, once you find yourself, the discipline required to keep the 'one thing' as being the 'one thing' will become easier to maintain and you will gain momentum.

Until your brand is well established you must attempt to withdraw from the 'shiny object syndrome', ignore the hot new trends, disabuse the challenges of competition and the desire to broadcast your successes far and wide.

Keep your focus tight and narrow and aimed at the end-user, keep it laser-like! Be the best at what you do, not pretty good at most things!

In order to maintain that focus you have to concern yourself with the details, be absolutely meticulous with everything that you do. Just as a great photographer will be mercilessly pedantic about the filter he uses and a hairdresser of renown will select precisely the hair colouring agent for his customer, so you have to be precise and pedantic about everything you do.

If you want your brand to stand out for the right reasons, it has to be RIGHT! The punctuation, spelling, grammar, the type of language you use and how you use it. All of these things are important. If you look at any of the Great Brands they are meticulous even in what font they use and where and when they use it, some even have their own font designed for them!

'But that small stuff doesn't matter' I hear you say, 'no-one will notice!' Yes it does matter because they are indications of how much you care. They matter because getting them right is an indicator of quality and consistency and the implication is of value.

And here is the second tip, as my old Mum used to say "You look after the pennies and the pounds will look after themselves!" In other words, if all of the details are correct, the end result will also be correct.

The third of the tips for today is a one-worder, consistency! Whatever road you decide to take your brand down, make sure you are consistent about it. If Joe Blow sees you advocating something one week and knocking the same thing a week later, what sort of message is that going to send.

The whole purpose, the reason for having a brand is so that the end-user knows what he will get, what's more he knows before he gets it because of the reputation of the brand, he trusts the brand. If you, and by extension, your brand are not consistent, you will letting yourself and the end-user down. You will be breaking trust!


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