Bridging the Gap

When creating a brand we always face a big obstacle. How to bridge the gap between the brand identity (what we believe about the brand) and the brand image (how people perceive the brand). One way to bridge this gap is by telling the right stories. Another way is by using simplicity.

If you simplify your brand identity, then you remove all the fluff, anything unnecessary and keep what's important. This way you create an easy, memorable and clear experience. People don't have to guess about your values, they are communicated clearly. They don't have to wonder what your end goal is, you tell it with your stories. They don't have to ask what it is that you do, it's clear by just seeing one piece of communication from you.

Simplicity helps us not just bridge the gap, but have the identity and image almost be the same. You audience is clear about who you are and what you want to achieve, and you can be your true selves. There is no risk of misinterpreting what you are doing or saying because everything is clear and understandable.

In an era where everything is becoming more crowded and complex, it's essential that we simplify. Work on simplifying your brand and make sure that your audience has no doubt about your identity.

Posted by Harry Mylonadis 

Who's Responsible For Your Brand?

Are you in control? Or do you think you can completely delegate or even outsource the growth and management of your brand?

Building and growing your brand is not a one-off project. Neither is it something you can delegate to someone and then forget about it. If you're serious about building and growing your brand you need to understand three things. 

First, the brand is everything and everyone in your company. Everyone needs to share a common vision and have a clear direction about what you stand for and where you're headed. That allows for common stories to be told and hopefully help your customers have the right image about you.

Second, your branding team needs to be close to the central team. You need to work side by side (not physically but mentally) in order to build a brand that not only promises but also delivers. That's why for example we (at minimoko) always try to create partnerships. It allows us to build a relationship and work together in order to change any part of the business that is not aligned with the identity.

Third, you can't distance yourselves from it. Branding is not a task that you can delegate or outsource and forget about it. Everyone in your team needs to be aligned with the company's vision and continuously work to deliver on the promises that you have set.

Find the right people for your team and the right partners for your brand. Get everyone together and work in parallel to build something remarkable and memorable.

Posted by Harry Mylonadis 

Brand Protection Redux

Two weeks ago I wrote about how far Abercrombie and Fitch went to protect their brand.

A few days ago Lacoste did something similar but for a much more substantial reason. They asked the Norwegian police to stop Anders Breivik from wearing their brand in court.

Anders Breivik is responsible for the attacks in Oslo in July, that resulted in the death of 77 people. The association of the far-right extremist with the Lacoste brand could be very damaging. Lacoste's value has always been "relaxed elegance" something that is not reflected by a far-right extremist.

We know that clothes are a way of expressing our values and the wrong association can be very damaging to a brand. To our view Lacoste has taken the right decision, making their audience aware of their beliefs. What do you think?

Posted by Harry Mylonadis 

Brand Protection

Photo credit: Abercombie & Fitch

How far would you go to protect your brand's image?

Abercrombie & Fitch went as far as offering to pay the cast of Jersey Shore to not wear its clothes. They believe that the cast's behaviour is contrary to the company's values and it can damage their image. Ok, it was probably a publicity stunt but there is still a lesson to be learnt from this.

Your customers are an important part of your brand's image. The ones that choose your services and products show the rest of the world that they believe in your values and that others in their group should follow. The difficulty is that you cannot directly control your customers.

What you can do is identify who has chosen you and then focus your promotion in the "group" that best fits your image. Taking the Abercrombie & Fitch approach is an extreme, as you can turn the group against you. Instead, put your money and effort in getting closer with the group that will represent your brand values and in return it will make your brand stronger and popular.

Posted by Harry Mylonadis 

Brand Association

When people think about your brand and company, what do they think? What's the first thing that comes to their mind?

These are two questions that you need to ask yourself constantly. When deciding what or who you want to associate your brand with, always think of your image.

Will the next collaboration, partnership or endorsement empower your brand? You need to choose wisely and carefully. One wrong association might make a lot of people choose your competitors instead of you.

You also need to be careful who you support and partner with. Sponsoring a major athlete is a great promotion, if that athlete turns out to be on steroids, some of that negative image will pass on to you.

Choose what your name is associated with wisely. Always have your core values in mind and make sure you keep a consistent image.

Posted by Harry Mylonadis