I had a gratifying experience recently where a client sent me a very positive email from an employee and it was one of those “YES! FINALLY, EVEN THE EMPLOYEES GET IT” moments. The tagline I developed for the company had connected deeply with this employee and he understood what it meant for him in successfully doing his job and assured him that we was working for the right company. He let the tag give him words to share with his customer and the customer responded with appreciation for him and the company. The brand had resonated with this employee in a very personal way but had also become practical since he used it as a filter to make decisions and serve the customer’s needs.
This is what every good brand marketer works so hard for and longs to hear. To gain buy-in and operational understanding of the brand at every level of the company is what I aim for when building a brand. Not only should consumers be clear on what your brand stands for but if properly developed it guides the business and drives decisions at every level of the company.
This experience caused me to think of an analogy that I hope drives home the importance of fully articulating and managing a business with clear brand positioning. The analogy is a song.
Ideally, a song connects with an audience. It can uplift the listener’s spirit. It can make them laugh, or bring forth a tear associated with heartfelt emotional pain. A bold anthem can raise the level of confidence and spur someone to action. The best songs truly reveal the heart and mind of the songwriter or singer.
Lyrics that come from the heart and are sung with emotional power usually instill credibility and affinity with a listening audience. This is especially true if the artist has written it from first-hand experience and it comes through in the performance. People will connect and buy the song because they take the song on as “their own.” They also relate to the artist.
The same goes for a brand. If everything your company stands for comes through with honesty and clarity and your benefits and positioning are articulated in a way that is consumer-centric, you will make a connection and build a relationship with consumers. They become brand ambassadors, true loyal fans of your company.
If you ensure your brand positioning clearly represents what makes you unique, and better than anyone else serving your consumer audience, you will thrive. If consumers understand what is in it for them when they do business with you and you consistently deliver, they will support you. And, most importantly, if you invite them to sing along with you and invite them to take part in your brand dialogue they will stick with you.
And don’t forget to communicate the brand attributes and benefits to every employee, every supplier and every department of your company. Live what your brand stands for every day. Be true to yourself. If you do that consistently every person who engages with your brand will sing your praises.
And you will have a hit on your hands!