September 2009 DIG - Brand Congruency

Thank you to everyone who attended our September DIG on Brand Congruency. Tim Earnhart of Earnhart + Friends in Bowling Green, KY was our guest speaker. Along with Tim, we discussed an overview of Branding Congruency. Tim was nice enough to pass along his notes to share:
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Tim Earnhart, Principal, Earnhart+Friends Advertising
Notes from presentation given on September 17, 2009
Brand Congruency. It’s That Critical.

It seems only logical with a topic such as brand congruency that we first define what a brand is. However, let’s begin with what a brand isn’t. A brand is not the logo, the corporate identity system or the product. Although these elements make up aspects of a company’s brand, it is not at the core definition of what a brand is.

A brand is the consumer’s gut feeling about a product, service or company. It’s that simple. A brand is not what you say it is, but rather what they say it is. It’s the consumer who decides what your brand is, and that should make all of us stand up and pay attention. Based on the experience your consumer has with your product, service or company will dictate what they tell others.

Do you want to know whether you have a brand? Honestly ask yourself these three questions:
1. Who are you?
2. What do you do?
3. Why does it matter?

Unless you have compelling answers to all three questions, you haven’t got a brand. You have to know who you are and why it matters before you can convince any one consumer to feel the same way.

As consumers, we base our choices more on symbolic attributes. What does the product look like? Where is it being sold? What kind of people are buying it? Which “tribe” will I join if I buy it? What are other people saying about it? Who makes it?

A charismatic brand can be defined as any product, service, or company for which people feel there is no substitute. Once you reach that level you have a brand full of focus and congruency that differentiates you from everyone else.

So, how do you achieve “brand” status? Where do you begin? What’s the process? Here’s a quick rundown of the critical elements that are needed:

1. Conduct research on yourself and your competition
2. Clarify your strategy
3. Design the trademark (logo, symbol, monogram, emblem)
4. Create the touchpoints (deliverables, mediums)
5. Manage the asset (your brand is a living organism)

I’d be remiss if I did not mention the fact that some of these thoughts came from a one of my favorites books on branding, The Brand Gap by Marty Neumeier. I encourage you to buy it and read it from cover to cover.
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View info on research here http://www.freshdirtmarketing.com/brandingslides091709.html

**UPDATE** Interbrand and Business Week just released the 100 Best Global Brands of 2009. Check the report out at http://issuu.com/interbrand/docs/bgb2009_magazine_final

We hope that you are all finding these DIGs as useful as we are. It’s nice to be able to reFRESH and revisit the basics of marketing and engage in conversation about it. If you haven’t been to a DIG yet (or if you are ready for more) please join us on October 22 for our next discussion “Marketing Planning for 2010”.

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Holly & Jenn