The Supreme Court may have ruled that corporations are people.
Marketers trying to create loyalty to and even inspire love for a corporate brand want consumers to think the same thing.
But despite clever brand marketing, fortunately, the rest of us can still tell the difference between a human and a company.
If you own a company, by all means, continue to try to create a memorable brand. A brand that stands for good value, high quality, fair price and attentive service to your customers. Even a brand that your neighbors associate with community spirit and social or environmental responsibility.
But don’t let yourself get carried away by the hype of brand-building gurus. A brand is just a way of making concrete your reputation as a company.
So at the foundation of any branding effort, your business needs good people and good products and services. No amount of spin will make up for a lack of real value.
In his presentation No Brand is Your Friend, strategic planner Michael Paredrakos helps remind us what brands aren’t to give us a more realistic sense of what brands are.
Of brands that make promises they can’t keep, Paredrakos speaks directly to consumers:
Your like is the ultimate defense mechanism you have against them! Like the brands that treat you better. Like the brands that are cheaper and affordable. Like the brands that entertain you more.
Yet, his advice is clearly also intended also for brand marketers and business owners: Treat your customers better, become more affordable and entertain your customers more.
If that involves a logo redesign, then great. But overall, the best branding is doing good business and communicating that clearly.
— Erik Curren, Curren Media Group