The word “brand” is often used to describe a company’s name or logo mark, and is commonly thought of as the visual expression of the company, such as the distinctive golden arches of McDonald’s. But a company’s brand also includes the entire spectrum of a customer’s experience with that company or product. The golden arches, for example, represent a set of brand attributes, which includes clean restrooms, fast service, good value, consistent quality food, etc. The term is often used to describe a variety of marketing and operational activities—from corporate identity design to customer service and promotional activities.
Why is there so much interest in branding these days?
There was a time when the role of branding was questioned among marketers and retailers. Supposedly, consumers had moved beyond the need for branded products, and back in the 1980s the generic food aisle at the grocery store was hyped as the wave of the unbranded future. As the theory went, consumers were too savvy to be swayed by the appeal of mere brand names. Price and quality were all that mattered. Today, however, any doubts about the necessity of building brand awareness have been forgotten as marketers fight for attention in a crowded and fractured market landscape. Helping clients uncover their true brand potential, and giving them the tools and fundamentals to express that brand, is I.D. University’s specialty.
What is I.D. University’s philosophy of branding?
Savvy executives realize their brand is more than just advertising. The essence of the brand must permeate the entire organization, from the board room to the mail room. We call it living the brand. Brands are built through long-term delivery of a customer experience that reflects the inherent positive values of the organization. Our focus is on building the brand—recognizing that every person, structure and activity within the organization either enhances or weakens the brand. When an I.D. University client fully understands what makes them unique and valuable to customers, and operationalizes that understanding, then the stage is set for market success.
What makes a good brand?
There are many elements to long-term brand strength, but as a general guideline, a good brand should be:
• Based on the truth; consistent with your strategy and organizational realities
• Something of value to your customers and audiences
• Something your staff and stakeholders can believe in and support
• A market position you can own
• A single idea (not a laundry list of attributes)
Who is providing branding consultation these days?
Because the word “brand” has such broad meaning, there are a variety of companies that address some level of brand development in their normal course of business. These include:
• Promotional advertising specialists (logo caps, t-shirts and other products)
• Traditional advertising agencies and designers (advertising campaigns, brochures, logos, etc.)
• Name development and/or logo design firms
• Brand consulting and “idea” firms
How is I.D. University different from these other firms?
I.D. University fills the gap between traditional business consulting and advertising agencies. Our focus is building the brand through a “total organization” approach—recognizing that every person, structure and activity within the company either enhances or weakens the brand. The I.D. University Model for Living Your Brand (included on page 5 of the pdf document below) is a visual representation of our assertion that brand identity comes from the cohesive interaction between corporate business strategy and what we call operational reality.
Returning to the example of McDonald’s restaurants, the business strategy is developed at the highest levels of the company and with the assistance of highly paid marketing consultants. The operational reality is delivered by the teenager in the paper hat who asks customers, “Do you want to Super Size that?”
The Branding Zone is where products, services, policies and procedures come together in a coordinated way with individuals delivering consistent on-brand behavior. Unless there is brand consistency on both sides of this equation, the brand will fail to achieve momentum.
When I.D. University delivers a brand identity plan to a client, we are starting the company on a process of creating a brand-building organization. When all parties understand the brand promise, believe in it, and are willing to deliver on that promise, then the company enters the Branding Zone. In most cases, I.D. University works directly with the CEO or President of the firm, and has buy-in from across the executive team. Typically, advertising agencies are not empowered to enable change at that level of the client organization.
What are the typical “deliverables” for an I.D. University engagement with a client?
I.D. University has a proven six-step approach to brand discovery, strategy development and implementation—and the typical length of engagement with a client is from three months to multiple years. We strive to enter into relationships with our clients that are purposeful, collaborative and mentoring. Eventually, we turn more and more of the tactical implementation over to the client organization, while maintaining a longer-term consulting relationship on strategic issues and corporate identity. Typical projects include:
1. Internal and external research with customers, employees, managers, industry experts and other audiences
2. Market and competitive analysis
3. Brand strategy development, including tagline, brand attributes and market positioning
4. Corporate identity materials—including name, logo and corporate style guide
5. Brand-building advertising campaigns
6. Brand awareness training for managers and employees
7. Organizational process improvement
8. Business strategy facilitation—working with management on issues of mission, goals and values
What sort of companies look for help with their brand?
Our clients are typically companies that have encountered some type of market inflection, such as a merger, acquisition, or entry into a new market category. After these events, companies are often left with multiple brands and varying corporate cultures, leaving employees and managers alike wondering what the company is about. I.D. University helps management sort through the brand hierarchy, identifying those brand attributes that have enduring value to the customer, and long-term power to differentiate. In addition, we help our clients understand the cultural issues at play within their organizations, creating programs and messages to help focus management and employees on a common brand direction.
