Vague or Specific Brands?

Within the spectrum of brand definitions, there are two extremes: vague brands and specific brands. Before we look at the implications of each, let's define them.

Specific brand: A brand that defines itself narrowly and with detail. Examples include Starbucks, Ray-Ban, and Kleenex.

Vague brand: A brand that defines itself via characteristics, emotions, and broad strokes. Examples include IBM (the new IBM), National Geographic, and Disney.

The differences between these types of brands go beyond names and logos. A specific brand is limited in its ability to spread beyond a limited category. Ray-Ban, for example, is exclusively sunglasses. Customers would not eat at the Ray-Ban Restaurant or buy Ray-Ban shoes. A vague brand is the opposite--a brand that can transcend categories and work across many channels. National Geographic has a television channel, a magazine, guided tours, retails shops, and many other conduits for its brand.

Each also has benefits and drawbacks. A specific brand is much simpler to establish and manage. Since it is highly focused, the messages and all other elements are easier to control within a narrow category. The drawback is that the brand is limited in terms of expansion. It becomes very difficult to spread a narrow brand.

When dealing with a vague brand, there is a huge amount of potential and variety. Like with Disney, a strong vague brand can extend from hotels to consumer products to consulting. The drawbacks here involve intense monitoring and management of the brand. A wide variety of goods and services means managing multiple messages, approaches, and styles that all have to fall under one overall brand umbrella. The cost of this management is much higher than a specific brand, but so is the potential.

As you develop your brand, try to think into the future to where you want to take it. I am not suggesting that you start off with a hard-to-control vague brand, but with proper planning, your move to a broader brand will be much simpler than if you try to do so with a specific brand.

Branding Help for the Retail Sector

I don't believe that this will come over as overly snarky, however I do believe that these kind of common sense ideas will make everyone's retail experience better. If you own a retail store or chain, it will make your retail brand experience stronger, richer and more rewarding.

On another note, I don't think these ideas are too "boutiquey" for big box retail, in fact big box retail might want to read this post twice.

Attitude: Make sure you don't have one that offends. I'd rather see a big smile than to made to feel like I'm thankful for being able to shop in the staff's presence...

Good Music: Not Muzak. Not what my dad calls hippedy-hop. Renovation Hardware does a great job of this with their music, as does Victoria's Secret. What I recommend is something that reflects the brand and invites a variety of customers, not just your selected profile, to stay longer, enjoy your store, and not get bored. One never knows when your mom may want to buy the latest sneakers and may even buy several pairs if she enjoys the store environment, music included. There are always songs from each genre that have a wider appeal--it just takes a little bit of research.

Nice Packaging: A well done shopping bag is one of the best tools you can employ in the retail environment. You have the opportunity for each customer to walk around displaying your logo, so you may as well put it on a great-looking bag. Even better, on the higher end, when tissue paper and a box is included in the packaging, it looks great! Yes, it costs 4 cents per purchase and yes, it is remembered by everyone who ever sees your packaging. You want to make more from customers? this is a great way to start.

Attention to detail. I don't really need to explain, do I?

Last, Service minded, smartly dressed, and appropriately enthusiastic staff: Work on this aspect of your brand until you can't get any better, then make sure it stays that way. Your customer service representatives are your brand embassadors. They convey the experience of your brand, and what is discussed by your customers after they leave. How often do they talk about your logo or your lighting? Not very often. Thus, this aspect of your brand experience deserves considerable attention.

If you can get these five things right, it will lead the way for even more branding details to fall right into place.

Branding the Current Economy

I have noticed that the news has had a tough time branding our economy these days. Maybe that is because names like "The Great Depression" and "The .com Crash" are created after these events, rather than during. Well unfortunately, this economic climate may be lasting longer than the others, and will need a name and personality.

Here are a few names I have heard recently:

1. new economy
2. economic downturn
3. Obamanomics (cousin to Reaganomics?)
4. recession
5. good depression
   
6. Obama recession
7. or as seen in The New York Times: The Slumdog Recession/Depression!

My favorite so far is The Good Depression. This name was invented by a friend of mine in the nonprofit sector. She says that this depression is not depressing, though many would disagree with her! She says that in this age of self awareness, we are open to all possibilities, including financial adventures! For nonprofits it is an opportunity to clean house and become more efficient and effective. Needless to say, a few corporations have seized this opportunity already. This HR "cleaning house" is a "survival of the fittest" per se. What works for nature is being put into place in the workforce.

Meanwhile, the term "Good Depression" can be applied at home: we are rediscovering the cost-effective, simple pleasures of eating home-cooked meals together, and vacationing locally; we are rediscovering our sense of creativity in gift-giving; we are entertaining ourselves in less expensive, technology driven, and expensive ways. For most families in dire need of connecting with each other, this is a good thing.

Applying the term 'Good Depression' to our personal or corporate finances can be a bit tricky--especially for those of us who have recently lost money in our investments. As you may have suspected, my friend has an explanation for this too. She says that this Depression, though presently among our finances with often disastrous results, has flushed out a bevy of dishonest and financially irresponsible individuals--again a good thing.

You may know already that a name is not a brand. Perhaps this depression will need to live into its name, as do many children with names like "Grace" "Theodore" or "Spartacus." Let's see what the future brings.