Recently, I presented a branding workshop for an SBA-affiliated business development organization that primarily assists women entrepreneurs to launch and build companies (of any size) that are groomed to succeed. Identifying and communicating a company’s brand, that is reputation, is of critical importance because that is how customers current and potential connect with the company and its products and services.
But really, how do company founders figure out the brand? How much is determined by the company founder and how much by the customers? Consider the case of Timberland.
Timberland is the originator of those ubiquitous mustard pyellow boots that have been worn by men in the construction industry since about 1970. But 20 years later, New York City hip-hop style icons became obsessed with the boots.
Well known rap music stars regularly appeared on stage and in videos wearing a pair of humble, utilitarian Timberlands. The boots are the antithesis of chic and so they became chic. A hip-hop performer named himself “Timbaland” and became one of the biggest names of the art form. Timberland boots now symbolized authentic urban cool. Its brand identity changed forever. The company recently launched a “Brooklyn Collection.”
I am writing this post just a week after the branding workshop that I presented and I regret that I didn’t have access to the information I share with you today. Stephen Greyser, Professor Emeritus at the Harvard Business School and Matts Urde, Associate Professor at Lund University School of Economics and Management in Sweden, created what they named a Corporate Brand Identity Matrix, shown here, to help us identify and communicate our brand:
What are our key offerings, and how do we want them to appeal to customers and other stakeholders?
What should be the nature of our relationships with key customers and other stakeholders?
What is our intended position in the market and in the hearts and minds of key customers and other stakeholders?
What is distinctive about the way we communicate and express ourselves and makes it possible to recognize us at a distance?
What do we promise, and what are the core values that sum up what our brand stands for?
What combination of human characteristics or qualities forms our corporate character?
|MISSION AND VISION
What engages us (mission)? What is our direction and inspiration (vision)?
What are our attitudes, and how do we work and behave?
What are we particularly good at, and what makes us better than the competition?
In addition, Greyser and Urde recommend five (5) guidelines as you conduct your brand identity process:
- Be concise
Use short phrases in your answers that can become headings, where you will later write more detailed descriptions that flesh out your brand identity and narrative.
2. Be straightforward
Keep your answers clear and uncomplicated. Avoid jargon and industry-speak. Adopt a down-to-earth style that tells the story in just a few simple, well-chosen, words.
3. Seek what is representative or characteristic
Use language or concepts that say “this is us.” Describe the essence of you, your products/ services, your company.
4. Stay authentic
Be honest in your ownership and expression of the aspects of your company, products and/or services that are already firmly rooted in the minds of your customers and community in which your company operates. In other words, if the company has always been known for traditional values and a conservative approach, don’t try to appear cutting edge.
5. Seek what is timeless
Brand identity should be long-lasting. Despite validation by the hip-hop crowd, Timberland boots are still humble, practical footwear that can be worn in any weather.
Thanks for reading,
Photograph: Hip-hop legend Biggie Smalls (1972 – 1997) circa 1995