It's official. I've read (or at least skimmed) for the first time ever (as far as I can remember)...a book for Dummies. Everything about the "brand" irks me. So with irony not at all lost on me, I checked Branding for Dummies out of the library. If this book has taught me anything it's this: branding is promise a company keeps with its consumers. Skipping over all the useful bits, here are the highlights from Chapter 20: Ten Truths about Branding.
- Branding starts with positioning. And positioning is the process of finding an unmet "want" (or "need") in the consumer's mind and then providing a "solution" which is distinct and ideally suited to the consumer.
- A brand is a promise well kept. There's an entire chapter dedicated to "your promise." This chapter was the most useful for me as it presented information in a unique (and somewhat obvious) way.
- Branding happens from the inside out. Blah blah blah mission statement, visions statement blah blah.
- Consistency builds brand. Consumers do not measure you just on the look and tone of your brand, but also on the consistency of quality. One bad shopping experience with your store is going to rank higher in memory than all the good ones combined.
- People power brands. You need brand champions. Start with your staff, but then look to your consumer to champion your brand.
- Brands live in consumers' minds. Regardless of reality your customer's imagination and their beliefs about your brand will influence ow your customer thinks and buys.
- Brand names unlock brand images. Your brand name should be obvious. It should also be easy to say. (Insert comments here about niche markets and language and whether it's no-keee-ah or knock-ee-ah.)
- Brand experiences trump brand messages. Blah blah be the brand blah blah if your store sucks it doesn't matter how much you spend on advertising because you suck. Blah blah be awesome.
- Brands need to start and stay relevant. Don't use frames on your Web site. (Actually it doesn't say that, but it would be funny if it did. Well funny to me.)
- Brands are valuable assets. And also the topic of this book. But not to be ignored because brands have economic benefits including: premium pricing, lower costs of promotion, higher market share, higher recognition by consumers, industry leaders, media and investors.
And there you have it. The Top Ten Truths about Branding brought to you by Branding for Dummies. Even if you don't think you want this book as part of your permanent marketing reference library, stop by your local library and through it. You may find some bits of truth that you already knew but didn't have the words to describe.
