Branding: A Brand is a Promise

Many business leaders and professionals will say the phrase "we have to develop our brand, market it, make it powerful and recognized". Unfortunately, most of them are thinking about the physical image of it and not what it stands for.

A powerful brand is the reflection of general recognition of a consistently delivered relevant promise.

As a leader of a business or someone trying to create a personal brand those are the terms under which you have to think about branding. A great logo, trademark, a nice picture, a great bio, or creative catch phrase will just take you so far. Without a consistent delivery of a relevant promise all of that will fail in regrettable loss.

If you are in the process of creating a strong brand for your business, department or personal, let's break the concept down to ensure the key messages are addressed.

The end state of a successful brand is general recognition and desire. How you achieve that is by first defining your relevant promise followed by relentless consistent delivery.

What is your promise?

Whether you think in terms of a product, service or individual is irrelevant. The concept remains the same. What does your [thing] promise? Here are some examples of successful brands promises (this is how they resonate with me, not necessarily what you find in the companies' website):

Oreo - indulgent, familiar, comfort treat
Apple - ahead of time, innovative, simple and exclusive
Starbucks - relax, slow down and enjoy life in a nice place
Google - clean, fast access to all knowledge
McDonald's - fast and cheap

Are these promises relevant?Well, ask the millions of people who use these products and services every day. So, what is your product's or your personal promise? Is that relevant to your clients, customers or consumers?

Note quality is not in any of the promises listed above. Quality isn't something you promise, it's something you deliver. Quality is expected. It's also subjective to your promise. So let's talk about consistently delivering it. What would happen if you had to wait 15 minutes for a Big Mac once? How about twice in a row and in different stores? What if the next 2 iDevice generations deliver only new case colors and new sizes (this sounds familiar)?

The most fundamental way to keep a promise and creating general recognition is to delivery it consistently every time. There is not much to be said here. Start lagging and your brand will fall apart. Deliver consistently every time and word will spread. It's that simple!

As companies grow there is a constant battle for that consistency. The more people you depend on to do it the more difficult it is. It all goes back to the people you have. Hire the right people and train them well otherwise you will kill your brand as fast as you can say "I killed my brand". But that's a whole new subject.

It's ok for companies or professionals to adjust their promise over time for some of them become irrelevant or a commodity, but some of the brands won't survive that. It may be just as easy to develop a new one.

Some new brands may have the same promise as yours, and they will take over general recognition and desire because of better delivery execution. A good recent example is Blockbuster and Netflix. New brands have the advantage of starting from where you currently are and focus on making it better. That's why smart companies and professionals keep innovation top of mind. You can't rest of past success for too long. Actually, not at all.

Are you delivering a relevant promise, and consistently? Yes! Keep doing it and innovate. No! Go back to the drawing board.

Move like Jagger, Think like Jobs

The one on my right is Steve Jobs!

Would the Rolling Stones exist without Mick Jagger? No, it wouldn't. It would be either a cheap copy of the wiggly legendary lead vocal or something that wouldn't resemble anything of the former band, which means it would literally cease to exist. Soon we will find out whether Apple was a one man show.

In a world built on volatility, it's hard to say Apple's leadership has been established. Mostly for 2 reasons: (1) no company is ever assured of keeping a leading position without continuous improvement; (2) there is no longer such a thing as established leadership.

What was Steve Jobs' legacy to Apple? Was it a roadmap or pipeline of ideas and products? Was it his creative and visionary brain? Or was it a way of thinking? No company can depend on a single individual for its success. No company will achieve competitive longevity based on a single leader, no matter how good he/she is.

We know great leaders not only when they have the job but perhaps more importantly after they leave, their legacy. We often see companies striving under a leader just to lose its momentum after a leadership transition. If the way of working has been ingrained into people’s beliefs and behavior, the company no longer depends on a single visionary individual to achieve greatness.

It’s a fact we can’t only blame Jobs in case Apple loses its luster. But preparing someone who can take your job is a key role of a leader. Hopefully the new person will bring even better and greater ideas. Inheriting a winning company is probably more difficult than taking a company that needs change, if we can really say a job is easier than the other. The rationale before this statement is that in relative market position a leading company can only keep it or go down.

I don’t know how much value there is learning how to move like Jagger, but I can say that if you can do it along with perpetuating a winning corporate culture you’ll be a hilariously entertaining leader on top of being a great one.

Jobs didn’t have Jagger’s moves that’s for sure. It now remains to be seen whether he succeeded making Apple think like him.

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