MAKING OF A PLACE BRAND

Creating physical places that evoke a strong emotional connection transforms locations into destinations. A store (or a museum, a theme park, or any defined place linked to your organisation for that matter) is a physical representation of your brand.
For example, a store isn’t just about transactions but your customers’ first point of physical contact. So it should reflect your proposition and brand vision. Only then will people be inspired to connect, to know more about you. And perhaps, over time, associate themselves with your brand by heart. 

How will people experience your place brand?
How will they encounter you?

IS YOUR BRAND MORE ABOUT THE ORIGIN OR THE FUTURE?

At some point, companies with a long history of success usually face a dilemma in branding: NOW WHAT?

Should the brand assert a proud heritage, or to champion a bright future?

Take a look at Rolex, Coca-Cola, Porsche – they remain practically unchanged over the years. Their legacy of success are testaments that we can continue to trust them.

On the other hand, we have revolutionary ones.

They’re always about “What’s next?”. From Apple and Google to AirAsia, these are brands that forge forward, boldly taking us to an exciting tomorrow.

But there’s a third path. A brand can celebrate its roots, while having a strong focus to reinvent and stay relevant today and beyond. Brands like IBM, Patek Philippe and Lotus have shown this is possible.

So, what about your brand?

Branding myth

BRANDING IS OFTEN mistakenly regarded as just another word for marketing or advertising… (but) in fact, the brand should be first and foremost a strategic discipline and be the central organizing and decision-making principle.

– Bill Baker

WHAT IS A BRAND TO YOU?

Branding is not just about the logo, neither is it just about communication, or ‘advertising and promotions’.  And no, the brand is not just about that media campaign or a catchy motto.

Least of all, it is not an afterthought when things don’t sell well.

Now don’t get me wrong — they’re all important. But we’d be making a costly strategic mistake if we approach all of these in a piecemeal fashion.

The brand is your business’ reason of being. What gives it purpose? To be profitable is a given (otherwise it is not a business), but in what unique ways does it make a difference in the lives of its stakeholders? (and I said stakeholders, not merely shareholders).

So this is something that is not department-specific but cuts across all parts of the company. Branding, then, is something that permeates to all aspects of experience related to this business – from hiring and company culture to work process, office environment, product development, store experience and more.

And that’s only the tip of the iceberg.

How to raise the value of a product?

According to economist Don Thompson,  the value can rise if it’s accompanied by one or a combination of these: a compelling backstory, reputation, and/or buying experience.

http://us.macmillan.com/thesupermodelandthebrillobox/DonThompson

Is it about the customers, or your ego?

Seen on fastcompany.com — an interesting point about the profession of Marketing, but I suppose it applies to any profession today.

BE RELEVANT – BE CHOOSY

Earlier, I have mentioned the importance of being relevant to people that matter.  That also means we have to be selective with  people whom we want to connect with. Sure, we all long to be loved by everybody, but it just doesn’t work that way. Not in the beginning anyway.

We can either be a no-one who try to please Everybody, or be that-someone who can connect with a defined Somebody.

Do You Matter?

DO YOU MATTER?

People and societies are always in search of MEANING.

“Meaning” that inspires beliefs, influences attitudes, motivates actions… Meaning provides purpose.

Thus, it is meaning that gives context and relevance for the connection between BRAND and PEOPLE.

Simple Hard Questions

Is your brand meaningful to your customers?

Do people feel that
your brand has made a difference
in terms of quality-of-life?

And do people feel that
your brand’s place in their lives
is irreplaceable?

Good quote on branding

“Branding is often mistakenly regarded as just another word for marketing or advertising… (but) in fact, the BRAND should be first and foremost a strategic discipline …the central organizing & decision-making principle.” – Bill Baker