Effective Brand Considerations

In my first post I laid out the basics of what a good brand does but if you missed that, here is the summary. A good brand develops trust.

In my last post I laid out the idea of communicating your brands value effectively to your audience through Marketing.

Today, I thought we could get into those avenues or considerations that we can communicate to our audience with by using good marketing strategy.

Consider each of these areas a potential category of opportunity to communicate your brand and depending on the brand itself, some may be more or less engaging to your audience, as determined by your marketing research.

All will probably have at least some impact.

The main considerations of an effective brand are:

• Product
• Environment
• Behavior
• Communication

Each of these pieces is significant but don't take my word for it, let's look around.

Have you ever picked up fast-food at your local drive-thru window?

Here is a breakdown of how this could work for a fast-food restaurant.

• Product - The food, drinks, childrens toys, price, etc.
• Environment - The restaurant or even your car
• Behavior - The service at the restaurant
• Communication - Everything that was used to communicate

Product
When you get your food do you expect it warm or hot or cold? If so, was it actually what you expected? Why did you think it should be warm or hot or cold?

Should your food taste good? Or average? Or do you expect it to just be filler? Why do you think that way?

Is the price high or low or mid-range and how does that compare with the food you actually received or expected to receive? Why?


Do your kids choke on the fun meal toys making you pull over to resuscitate them? Does the lead-based paint come off in their mouth? Does it break immediately? Is it even fun? What does that matter?

Is the soda flat? Why do you expect it to be right?

Environment
When you get your food, is the place clean enough to eat at? Are there straws in the dispenser? Are the napkins strewn all over the place?

Is the food something that you can even eat in a car? Is it too messy? Does it require a change in driving habits to effectively eat?

Are the restrooms disgusting? Would you feel confident that everyone who works there has washed their hands?

Do your feet stick to the floor, peeling the actual rubber from your shoes when you try to move?

Why do you have these expectations?

Behavior 
Are the people who are taking your order courteous?

Do they get your order correct? Do they listen well enough that you feel confident your order is going to be correct? Why do you think your order should be correct?

When working with them face to face, are they talking on a cell-phone or otherwise distracted? Does that bother you?

If you interact with anyone at the restaurant—even customers—are they polite?

Communication
Is what's expected of you clear? Are the menus easy to read and find what you want?

Do the restaurant staff mumble or speak clearly?

Do the restaurant staff make you wonder if secretly they hate you and would rather drag you behind a car rather than give you a burger?

Is it clear where to stand and what to do next?

Do they respond in a language you understand and can they understand you? 


From this list, we can see a pretty good range of how this works. Maybe the next time you go through a drive-thru at some unnamed restaurant you can evaluate their brand.

Your product may not be fast-food but these principles of evaluation can still be used. Perhaps, in the long-term you can evaluate your own brand? Most people have never been taught to think about it but all people respond to it—positively, negatively or with indifference.

If you want to make your brand an Effective Brand begin to consider how it fits these ideas and be honest in your evaluation. You can't say "Have it your way." and give me something I didn't order, expecting me to be satisfied. Or "Hot, Fresh, and Fast" and it's cold, old, and slow.

One Step Closer,
Sean Stark
Brand Developer