Your Brand is What People Say About You When You’re Not in the Room.

By Joe Ray

03-03-2008

That’s a statement that I heard at a conference several years ago, I wish I could remember who said it! I couldn’t agree more and I often wish I had thought of it. Someone told me they think it was Roger Black, the NYC art director/designer/typographer/creative guy who’s redesigned every magazine that I’ve admired and read as well as those I probably should read.

However, I can emphatically follow it up with “Your Logo is Your Logo, Not Your Brand.”

There’s more to it than just your logo.

Seriously, many think of their logo, as their brand, but it’s only a part of your brand. Maybe if you were to literally “brand” something, you’d put your logo on it. But we’re not in a Wild West movie and you probably don’t have 500 steers. A brand is worth so much more then 500 steers, when used to its full potential.

When speaking of brand as in image, your brand is how and what people think of you when they see your logo or hear about you or product. It’s the common voice that is used to speak to the world at large and/or your target audience. The image you portray becomes sort of a motto or expectations your consumers come to identify you by, this creates an image for you to live by, creating your “Brand Promise.” Consumers will learn to identify and expect certain attributes from you and your products, usually good and sometimes not so good.

What people think and say about you or your product when they hear about it, see it in print or see your logo sponsoring or endorsing something in particular is important, these thoughts mold your image and shape your brand.

Does it fit what they think or should think? If not, then why?

Here are some rudimentary examples; what comes to mind when you think of Harley Davidson? Is it freedom and the open road? Is there a sound? Or is it a tiny scooter that gets you in and out of tight spaces in a crowded city? I somehow doubt that’s what comes to mind.

The Harley Davidson brand is more than just their logo, it’s the persona that it carries and how it speaks to that persona. It’s a matter of reputation and status.

The same story applies with Starbucks. Their brand sells and offers the experience (and addictive behavior) with a certain feeling of acceptance to walk around with your MFRM (made from recycled materials) Starbucks cup as you sip it while doing whatever it is that you’re doing at that time. Starbucks has always done a great job of showing up and getting people to toss their wallets at them. That’s the amazing power of a strong brand.

I think you’d agree that it’s more than just their logo that gets their loyalists to fork over the dough for a cup of coffee. So what creates the phenomenon, we know as Starbucks that goes beyond color, fonts, styling and imagery?

It’s their “brand promise” that they put out there and deliver on.
It’s about repetition and the experience that’s repeated. It’s about how consumers feel when they visit, it’s about the status of holding that MFRM coffee cup. It’s all in the delivery.

Case in point, what kind of persona, feeling or thoughts do you associate with these 2 different airlines – Southwest Airlines compared to U.S. Airways? Maybe we shouldn’t get started on that one…

Again, it’s is much more than just your logo, call it personality, company attributes, etc. These are things that ask the question about how people feel about your brand. When they live up to that, they deliver on their “brand promise.”

So how can you deliver? Well it’s good to do brand refreshment periodically, finding a way to renew what’s out there about your product and work on its image. Think of it as buying a new suit; you feel good, you look even better and you’re full of confidence. Do the same for your brand, it’s time to go out and have people see you or your product, re-introduce yourself to them, meet new friends and so on.

Your brand has made new advancements, new progress and has new offerings. Think of it as you’re ready to go to the big dance in your new suit. Sitting at home and simply admiring the new you won’t do you or your product any good. You have to show off. That’s where marketing, advertising and PR can help- as long as it remains true to your brand promise. They are your ride to the dance, as well as the source to make you the hit of the party. You can have a say about what “They” are saying about you when you’re not around. If someone’s going to spread a rumor about you, at least you can be in control of the rumor being spread.

What are people going to be saying about you when you’re not in the room? It’s your brand, think about it and act on it.