It’s been an interesting period since I last posted to this blog, one that’s helped me more fully understand the nature of Brand (which
I continue to capitalize out of respect and affectation).
Brand is about focus.
Long story short: it seemed like serendipity when I re-connected in July with the owner of a great little specialty agency; his dad had been one of my early mentors, and we were both of the mind our dads were smiling someplace as we met for lunch. Sure enough, soon came the offer to start a new ‘product’ agency for them. I was excited.
But try as we may, after months of ‘dating’ it became clear it just was not meant to be. And while we were both disappointed, it was all good, because the lessons we learned strengthened both companies and Brands. At least that’s what I’m feeling about mine.
So what did we learn?
First, that it is very difficult to define a Brand without a fully shared mission and vision. And I don’t mean its logo, but focusing and crafting a (long-tail) position, a unique Brand ‘story,’ which a logo only identifies.
‘Shared’ is the operative word here, wonderful when it happens freely, but impossible to force. And when it’s not fully shared for whatever reason, the only thing left is transactional. Products become commodities, perhaps Brands, but not without costly repetition. (Brutish political and discount furniture brands come to mind after these past mind-numbing election weeks.)
For most small businesses though, the function of Brand is to provide conclusive, ideally unique reasons to purchase a product from many offered at various price points. The theory (and my experience): when Brands are understood as representing true value, better margins are possible, and in fact expected. Value creates confidence, which in six months, is still confidence.
Of course price is always important. But I really believe in the maxim: ‘buy the best you can afford; you’ll always be satisfied.’ It may mean you can’t do everything at once, but half of a great sandwich is always far more satisfying than a fast food meal deal, which initially fills you up, but inevitably leaves you wanting.
The second lesson: to embrace simplicity. During our exploratory period we’d been asked into one of the agency’s clients for a Brand project. For whatever reason, we decided to horse and pony show the pitch, and it was nothing less than a disaster. Not only was it a classic example of ‘selling what the client had already been bought,’ it over-powered what we were really there for – to listen and understand how they had built their Brand’s foundation, upon which we could help build new revenue streams for them. Us, too. (In the meetings I’ve done since, I’ve left the deck at home – to much better effect.)
So no, we didn’t come to a meeting of the minds in this merger, at least for now. It was not for lack of wanting. But we (re-)discovered it’s nearly impossible to Brand what you are not. That keeping it simple is key. And you can’t force success, anymore than pressing helps a sports team win a game (the 2010 World Series comes to mind).
Underworld connects with its audience via audio + visual design
All told, I feel I’ve regained my focus. And I’m certainly more relaxed, knowing better who I am and what my Brand stands for. This understanding has freed me to again start taking reasonable risks so critical to building my business.
Yep, ‘focused, but relaxed,’ is my new mantra. And as a line in the UK duo Underworld’s latest album (on which I recently wrote my first-ever music review) “Barking” suggests:
‘He regained his perspective; that felt a lot better.’
Kind regards,
Tom -
PS: As always, your comments are welcome.
{Tom Lanen is a Strategist + Brand Storyteller at ThomasBoston in Hopkinton, a company that helps small businesses focus and fortify their Brands for greater profitability. Say hello to him on Twitter.}
