Blog : Brand Strategy

The 3 C’s of Building a Strong Brand

The 3 C’s of Building a Strong Brand

With clutter in current marketplace, building a strong brand is more crucial than ever. The 3 C’s of building a strong brand simplify the sometimes daunting brand development process. They are the basic building blocks of any strong brand that exists.

One thing is certain: A brand has to be nurtured- and it takes (a long) time to successfully build any brand.

In addition to time, it takes thought and consistent application. But it does not have to take big budgets. It just requires you to embrace a mindset that requires both discipline and passion. It’s about caring for the bigger picture and the smaller details- all at the same time.

[inlinetweet prefix=”” tweeter=”stancebranding” suffix=”#STANCEBranding”]When building your brand, adhere to the 3 Cs and your results will make you proud.[/inlinetweet]

C1: CREDIBILITY

A brand has been described as “everything you say and everything you do.” Brands are built on trust. Trust is gained by delivering on each promise you make. A credible brand will always align the way it behaves with the way it is portrayed (or the promises it makes). This close connection will ensure that your customer’s instinctive reaction is one of trust and belief in your brand not one of doubt and uncertainty.

C2: CLARITY

A strong brand is based on clearly defined values, that are important to your customers and that differentiate you from your competitors. Take a (meaningful) stance. Do this by understanding, establishing and communicating what you stand for. A clear understanding of your values throughout your business will ensure that they are communicated clearly through “everything you say and everything you do.” When you don’t stand for something, you’ll fall for anything.

C3: CONSISTENCY

The value of a brand comes through recognition and recognition comes from consistent application of every visible manifestation of your brand, at every ‘touch point’ that your customers experience your brand. Create brand guidelines, not only for your visuals, but also for your values, systems, processes and everything in between. Ensure every employee clearly understands & applies these guidelines- consistently.

 When all is said and done, strive to build a meaningful brand.

Rebrand -You Need To Let Go

Rebrand -You Need To Let Go

[inlinetweet prefix=”” tweeter=”amd5555″ suffix=”#rebrandbreakup”]Going through a rebrand can be difficult. Like a break up. We didn’t necessarily end badly, but we still can’t be together. We need to let go.[/inlinetweet]

Let go of the negativity, let go of the bad memories, but still hold on to what makes you, well you. Because you’re cool! You just had someone else who made you seem less cool-and that sucks.

 

Rebranding is exactly the same. Your brand is cool. You already have traffic to your business, a well developed customer base, but you’re still lacking IT. You’re not where you want to be with your business, just like after a break up, you’re not where you want to be in life.

break up

So follow me through a post-breakup journey!

After a break up,

you probably change your look- a new haircut, new hair color, change outfit styles (btw, those shoes totally rock). How about a logo redesign for your business? Lets freshen up those colors, cleaner edges, a newer font! Because he was so last season…

After a break up,

you want to reconnect with your friends and the people you lost touch with when they were your everything. How about a customer survey or a social media campaign? Get to know your customers. Find out what they love about you, find out what they think you need to change (aside from drowning in your post breakup tears), and find out where they see you going. Their information is super valuable and FREE. They love you! They’ll do anything to see you succeed! Keep them around and use them to your advantage. It’s a win for you to have their input. It’s a win for them to see you flourish.

After a break up,

you want to be single. Single means you’re meeting new people, trying new things, and trying to find yourself again. Perfect! Find new customers, trying something fresh and hip-go with the times, but don’t lose that edge that made you different from everyone else. During the peak of love, we become comfortable, like our partners, satisfied. Single means we have a new lust for life! We become addicted to what the world is doing, and we want to become a part of it. Rebrand yourself! Rebrand your brand!

The hardest part after a break up is seeing things that remind you of that person wherever you go. “Oh, that’s where we shared our first milkshake together. That bench is where we had our first kiss. That new job is where he found his new girlfriend!”  <–that was a joke…

Anyway! It is hard, but nothing good is easy. We must strip ourselves of anything that is them, without losing ourselves, our core. Don’t go back! Doesn’t matter how many times they text you saying they miss you, or show up at your window with a boom box playing 80s classic rock. Doesn’t matter! You’re better than that! You’re on your way to doing great things.

I don't care how cute he is or if it completely melts your heart!
I don’t care how cute he is or if it completely melts your heart!

 

A rebrand is just the beginning.

 

McDonald’s Brand Persona: Case Study

McDonald’s Brand Persona: Case Study

Created in France around 2009, McDonald’s claims the anthropomorphized box “brings fun and excitement to kids’ meals, while also serving as a persona for balanced and wholesome eating. ” Despite the purportedly noble aspirations of promoting healthier eating among children, Happy is entering the country bruised and beleaguered.

 

brand-persona1

 

When U.S. McDonald’s shared a preview of the character on Twitter, you might imagine, the people of the United States said more than hello to Happy. Just reading the first handful of responses on Twitter:

“That! Is Scary!”, “Oh, this was a mistake, McDonald’s”; “Why is he in pain?”,  “Do you eat it? Or does it eat you?” ; “A McStake”;  “This looks so scary”; ”

 

brand-persona-twitter brand-persona-twitter2

A recent poll by Mashable shows a vast majority of viewers think the mascot is terrifying

brand-persona-poll

 

 

 

 

Kids react to new mascot (NY magazine)

 

In lieu of these events and PR, A spokeswoman for McDonald’s  responded in a statement with dry confidence: “Not all comments reflect the broader view.” Accurately translated, haters gonna hate.

 

Perception vs Reality in Brand Development

While we appreciate the effort, there is one detail McDonald’s Happy Meal marketing strategists just aren’t getting when it comes down to changing their brand. The reason big brands become big brands is because of an early well-established mission for the company, which in this case was to provide fast greasy meals for people on the go. When it comes to branding, perception always wins over reality. So, even though McDonald’s reality is they are trying hard to make healthier, more up-scale food, the direct opposite perception about the brand is ingrained in the mind of the consumers. The brand has practically become synonymous with unhealthy food, and changing that fact in peoples mind is going to take a lot more than a happy meal mascot.

 

brand-persona-reality

From a broader approach, the standard bystander will see happy’s treatment and view on social media as a complete failure and horrible brand persona. Now while it’s true Happy’s career as an “ambassador” to kids and healthy eating is practically over. His role as a viral campaign however, is booming. Ever since the twitter release everyone seems to be partaking in the so called “roast” and this isn’t necessarily a bad thing. Generating loads of traffic and sparking numerous discussions and memes, is a great campaign focus in today’s digital age. Recently, online marketplace DesignCrowd challenged its graphic design community to a Photoshop contest that would drop the much-maligned mascot into horror movie posters. Creating a whole community that spreads the word and creates viral images.

 

With all this exposure and popularity online who knows, maybe adults will order happy meals just to see this so called “terrifying” mascot

 

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How to Successfully Build a Brand Persona