Building An Unapologetic Brand
I’ve been building branded experiences for a while now, and one thing that continuously surprises me is the death grips some clients have on what’s ‘on brand’. Maybe it shouldn’t surprise me as marketers are literally the stewards and protectors of branded outputs, but the protective lens with which many orgs approach brand only serves to limit the scope and scale of their thinking and in the end creates an atmosphere of ‘no’ that eventually shrinks their relevance and impact. Here are a few ways we’ve successfully challenged this paradigm and gotten clients to think bigger about their role in growing their brand.
Don’t get lost in the consumer, but don’t ignore them either
Approaching brand experience with a strong point of view is crucial to standing out from the competition. It gives consumers something new to explore, invites them into YOUR world, and doesn’t pander to a moment they’ve already been through. BUT, these experiences need to dovetail with consumer passions and interests. This messy middle is where the magic comes to life or falls apart - you need to know WHICH passions connect to brand consideration
Own the moment
Partnerships and collaborations are the cornerstone of brand building, but the sticking point is who is getting the bigger benefit? In many cases, a growing brand will enter into a collab thinking the larger brand will lend them credibility, but often as not, the challenger brand sees little of the benefit while the big brand captures the cultural clout. The point is - these experiences need to be symbiotic, whether in programming, share of billing, or PR placements so you don’t get fleeced.
Take the Chance
Every brand has their ‘what ifs’, and those missed opportunities often come back to haunt them. Ask yourself ‘what’s the worst that will happen?’ Lower than expected engagement? Flat sales? I would argue any marketer worth their salt can do the math to see what is going to get them at least a net neutral with a large potential upside - and in my experience, brands that experiment and push their boundaries are given credit for doing so despite one or two minor flops, which gives them a lasting reputation as risk takers, movers, and shakers. Well worth it in my opinion.
