October 15, 2010
What is the Brand Gap?
Every industry has its guru, the leader whose ideas define the vision not only of their colleagues but also their competitors. In the brand strategy industry, that guru is Marty Neumeier, a big thinker who has helped simplify and identify some of the most important ideas in branding. One of his greatest big ideas, though, has been to write little books – books “you can finish in a short plane ride” – that effortlessly translate business insights into simple discussions about the power a brand can have on that business. Each time we finish one of Marty’s books, we always have the same reaction: “Wow, this book would be so helpful for Client X / Y / Z / to read.”
Marty’s definition of a brand is the best we have heard. He says: “A brand is not what YOU say it is, a brand is what THEY say it is”. In other words, your brand is not how you think of yourself, but instead the perception of your company through the eyes of your customers. Have you ever thought about your brand from their point of view?
With this realization you are given the chance to influence your brand through a uniquely strategic and creative message. However, bridging the gap between strategy and creativity (“the brand gap” so to speak) is easier said than done. It requires using the left and right side of your companies brain to separate yourself out from the rest of your competition. As noted in the book, some heavy-weight brands like Nike and Harley-Davidson have done this successfully at key points within their lives. As a result, when we (their customers) think about these companies it usually conjures up a feeling of wanting to be a part of their community if you are not already.
For example, here is my feeling about each.
Nike is apparel for people who want to discover their inner athlete.
Harley is for people who love letting their rebellious side take to the open road.
Now it’s doubtful that Nike and Harley have ever explicitly said these things, but they have shaped my perception of their company everytime I put on my pair of shoes or when I hear a thunderous motorcycle roll up behind my car. They each built a unique business strategy and creatively communicated it to the world around them.
While a brand is what THEY say it is, don’t forget that YOU need to take the opportunity to get them to know who you really are. So, who are you?
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If you want to read more about The Brand Gap there is a free online version here, or you can purchase the real deal on Amazon. We have also been know to give out free copies of the book to some of our potential clients who have had the itch to develop their brand. So if you want a free copy all you need to do is have a meeting or two with us. It’s painless, we promise.
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