A Branding Q&A, by Greg Daake

What are some signs or indicators that your brand may need a facelift?
I think there are natural instincts to when the time is right. Some of this is based on fashion/style, while some is based on a surging competition. Additionally, it could be based on a new focus, or wider range of offerings from the company. You also may just want to signal to partners and customers that there is a new, fresh emerging company. Ultimately, there are many indicators to take a closer look at your brand.

What are some situations/circumstances when a complete brand overhaul is needed?
In other words, when should a company completely start over?
Recognition of need is sometimes difficult to see. However, if one or more of these conditions exist, it’s likely you’re in need of a re-brand:
1) Change of vision or positioning
2) Reorganization
3) Acquisition/merger
4) Product line change
5) Market strategy change

What are the biggest misconceptions associated with what a brand is?
As well as branding in general?
The biggest misconception is that brand is a logo… for example, the Nike Swoosh or an Apple. But a brand is really the “gut” feeling you get when you think about a product or service. If you can imagine what a chain of Apple convenience stores or gas stations would look and feel like – how elegant the gas pump would be – that’s a brand. It’s the experience and the feeling you get when you think about a company.

The biggest misconception about branding in general is that once you have all the visual expressions, then your work is done. But branding is an organic process that is never quite finished. You need to adjust the sails to the changing winds of the market, the competition and – quite frankly – the will of your leadership.

During down-cycles, we often hear about marketing dollars being diverted elsewhere. Why is it so important, particularly during these down-cycles, for business owners to continue to invest in their identity and image?
It’s important because we live in an “attention economy” – meaning that everyone is vying for peoples’ attention. If you stop holding your hand up or making your presence known, your brand will die. Additionally, since the conventional thinking is that marketing is an easy cut, you can gain ground on your competition by surging forward with your marketing. This can win you top-of-mind awareness and sustainable market share.

My philosophy on marketing is like Chinese water torture. Drip, drip, drip… it all the time. Sometimes turn the tap UP, but never, ever turn it off. Doing this provides constant positioning stability and relevancy.

What are some small changes a company can make to have a big impact on their brand?
The first question I would ask a company is, “does their brand promise and positioning ALIGN with what really happens when I buy something from them?” If not, then get that in order.

That might mean changing the brand promise or positioning… or instead working towards changing the experience. Then, once these two things align see if the visual expressions (i.e. logo, web, motion/video, print, advertising, spaces) support the message… and ask yourself – are they lagging behind.

For me, the experience far outweighs the visual expressions. A restaurant may have the coolest logo I’ve ever seen, but if the food is terrible – I’ll never come back and I’ll share my experience with my friends. Conversely, you could have a ho-hum logo but amazing food. Then, I’ll become a regular and better yet – a brand advocate. Now, if your logo was cool and the food was superb – now you’re really cookin’!