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Branding…Does it really matter?

If your brand requires an explanation, it’s not a brand, it’s just a fictitious name. 

I submit that because of marketing oversaturation in every field of endeavor, unique branding has become irrelevant. I contend that the sheer volume of companies and branded products has diluted the impact of individual brands. Established brands are living off decades of saturation while new introductions get lost in the background.

Let’s consider the available data:

Number of Companies: As of 2021, there were approximately 333.34 million companies worldwide. This represents a significant increase from previous years, indicating a crowded marketplace where countless companies vie for attention. Although this number is enormous it doesn’t represent the single shingle service providers that proliferate every day so I’m adding a few more for mom and the kids, let’s call it 500 million for fun.

Branded Products and Services: While exact numbers are elusive, the proliferation of brands is evident. For instance, Nestlé alone boasts over 2,000 brands, and there are numerous examples of successful brands with numbers in their names, indicating a trend in branding strategies. Think about that for a second. One consumer company holds 2000 brands, pshaw you say, I’m not a consumer business I’m a B2B business.  OK then, let’s do some quick math on that; say 50% of the 500 million or so going concerns are B2B and have just a single brand. Oops, that’s in the neighborhood of 200 million unique, or so everyone thinks, brands.

The impact of this saturation is reflected in consumer behavior and marketing effectiveness:

Consumer Trust: Over-targeting and ad saturation have been shown to damage consumer trust in brands, with 54% of UK consumers objecting to being targeted based on past online activity.

Ad Fatigue: The phenomenon of ad fatigue sets in when a target audience is bombarded with ads from the same brand, leading to decreased engagement.

Brand Relevance: Despite the challenges, 44% of consumers enjoy ads that are directly relevant, suggesting that unique branding can still resonate when executed properly.

While the data indicates a crowded marketplace with a vast number of companies and products, the relevance of unique branding is not entirely negated. Instead, the challenge lies in cutting through the noise and connecting with consumers in meaningful ways. Unique branding, when aligned with buyer interests and executed with precision, can still hold significant value and relevance.

A brand stands as the silent ambassador of a company, embodying its values, ethos, and identity. encapsulates the quintessence of what a brand should represent—a seamless connection between the product and the buyer that requires no intermediary.

Think about your own businesses branding for a moment. Does it meet the criteria as a brand? Probably not. Most branding these days is around some whimsical made-up set of letters and symbols that mean nothing to anyone other than the folks that created it.

A brand is much more than a name or a logo:

  • It represents the emotional and psychological relationship a company has with its customers. Strong brands evoke a visceral response,
  • It generates a feeling of familiarity and trust that resonates with the buyer on a subconscious level.
  • An effective brand transcends the need for explanation because its essence is already known and felt. This immediate recognition is the hallmark of a successful brand.

The necessity for a brand to be self-explanatory also lies in the fast-paced world we live in. Consumers are bombarded with countless choices and messages every day. In such a saturated market, the ability of a brand to stand out without requiring a detailed backstory or rationale is crucial. A brand that needs to be explained is at a disadvantage, as it fails to make an instant connection with potential customers.

A brand that is self-evident is more likely to foster loyalty. When consumers understand what a brand stands for, they can align their personal values with the brand’s image. This alignment creates a strong emotional bond that is far more enduring than any rational explanation could provide. It is this bond that turns first-time buyers into lifelong customers.

Remember to consider the role of simplicity in branding. A brand that is too complex or abstract may struggle to communicate its message clearly. Simplicity in design and messaging allows a brand to be direct and powerful. A simple, yet strong brand cuts through the noise and delivers a clear message that is easy to remember and recognize.

Growing up my family would visit a butcher shop called “Meatland” no doubt there about the branding. Simple, elegant, and clear as a bell. You didn’t visit “Meatland” if you needed a tomato.

May 14, 2024 Posted by | Uncategorized | , , , , | Leave a comment

Selling Air

I’ve been selling air my entire business life. Having never been a hard goods or software seller the ability to sell a vision to clients is essential, it’s like selling air—intangible.

From my earliest days of developing business in the aerospace and defense world where I was selling a vision of the latest and greatest flying machine, yet to be built, to the selling of a new business strategy. Selling a vision of what can be requires skill, strategy, and a deep understanding of the client’s needs and desires.

Just as air is vital for life, a compelling vision is crucial for the success and growth of any business. When I used the phrase ‘selling air’ with my associates recently they chuckled a bit and blew me off. So, I thought it would be a good time to explore the parallels between selling a vision and selling air.

Air is everywhere, yet we only notice its importance when it’s absent or smells bad. Similarly, a clear, inspiring vision may not be immediately apparent to clients, but its absence can lead to stagnation or failure. To sell air, it begins with first making clients aware of its value and the benefits it provides. Similarly, selling a vision requires you to articulate its benefits clearly and convincingly.

One of the challenges of selling air is that it’s invisible and intangible. Similarly, a vision is often abstract, making it challenging to communicate its full impact. Overcoming this challenge, requires skilled and compelling storytelling coupled with vivid imagery to make your vision come alive for your clients. Help them visualize the future you envision and how it will positively impact their lives or businesses.

Similarly, the selling of a vision and selling air requires a tailored approach to different clients. Just as different people have different needs for air (e.g., athletes need more oxygen than sedentary individuals), different clients have different needs and priorities. When selling a vision, take the time to understand each client’s unique challenges, goals, and aspirations, and tailor that vision to address their specific needs.

Just as air quality can vary based on location and environment, the quality of your vision can vary based on how well it aligns with the client’s values and objectives. Ensure that your vision is not only compelling but also relevant and aligned with the client’s long-term goals.

Selling air requires trust. Clients must trust that the air you’re selling is clean and safe to breathe. Clients must trust that your vision is achievable and will deliver the promised benefits. Build trust by providing evidence, testimonials, and examples of how your vision has worked for others.

As essential for life is air, a compelling vision is essential for inspiring and motivating action. Your vision should not only be aspirational but also practical and actionable. Clearly outline the steps required to achieve your vision and the expected outcomes.

Living in the world of intangible selling can be both frustrating and glorious. Facts, figures, and features have no place here. Deep data only confuses the vision and distracts from the story.

Succes begins with showing the value of the future, constructing a compelling story to bring it to life that means something deep in the client’s soul. What is it that excites them about their personal future? About the future of the business? Achieving the visceral commitment to achieving the vision demands alignment with their values and goals, a bond of trust, and a clear roadmap for achieving the vision.

Go ahead and sell some air, it’s essential for life!

April 2, 2024 Posted by | Uncategorized | , , , , | Leave a comment