We all know that Superman is the Man of Steel and stands for all that is right in the world. The Lone Ranger is the masked man that is quick on the draw and of righteous heart. The Joker is that devilish, distorted villain on the wrong side of the law.
These superheroes draw immediate and identifiable images that resonate in our conscious and subconscious beings. These characters are perfect examples of the power of branding, that creation of a magical symbol that mentally and physically identifies individuals, characters, products, services, institutions and corporations to the rest of the world.
Let’s not confuse branding with marketing or advertising. While connected, they are distinctly different. Marketing is the overall plan that promotes the brand. Advertising is one example of a marketing tool that carries the brand to a targeted market. Ah, but the brand is the name of the game. With it, you too can be a superhero. Without it, you, your company, product, services, etc. are destined to be one more also-ran in a world where the superheroes and superstars get all the recognition and all the attention.
To develop your brand, you must completely understand the seemingly supernatural powers that branding can bring to your message.
- Strength – Well conceived branding brings strength and credibility to an identifiable object or concept.
- Quality – Proper branding answer questions before they are asked. Consumers without questions become buyers in a hurry.
- Experience – The brand stands for experienced, reliable dependability that is unique to your entity.
- Diversification – Branding opens doors to multiple opportunities. A strong brand can be applied over a broad spectrum of related entities.
There are no individuals, institutions or products or services that cannot benefit from effective branding. In fact, branding sets the tone of all marketing programs. Marketing without the brand is a waste of time and money.
Identifying your superhero brand takes time, thought and most likely a lot of feedback and input from trusted sources. Don’t rush into the development of a brand. This is when superheroes take their time because once that brand is in front of the public the branded images quickly become indelible imprints to the worlds of consumers.
Another way to look at your brand is that it is your promise to the world. In that promise is your commitment and everything for which the branded entity stands. That promise to the world, your brand, is what sets your apart from the myriad of unrecognizable, undistinguished and soon to be forgotten competitors. Hey superhero, want results? Good, then brand with purpose.
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