britt dionne

branding explained (for normal people):

the revenge of part 1

 

 

>> hiya. you might want to read part 1 of this post first. even though it's from, like, june 2012. but considering that you had to wait a whole year between "twilight" sequels, i don't feel that bad. i'm actually delivering way faster.

 

"well howdy! my name's southwest--what's y'alls?"

 

think about it. i'd wager that the most memorable people you've ever met (whether you liked them, were confused by them or found them downright repulsive) were probably also the most unique. that doesn't mean they have to be feather headdress-wearing polyglots who know how to unicycle. all it means is that in your mind they somehow manage to stand out from the vast myriad of other people you have met. so if being unique makes a person memorable, the same is true of a brand. in fact, i think that the strongest brands are ones that you actually feel like you could meet. as in: if they took human form, walked into a room and asked you for directions, you would actually know which brand it was. and they might even remind you of people you've met--for better or worse--in real life.

 

i was recently reminded of this idea when i took my first flight on virgin america. the plane was slick, the lights were low, cooler-than-thou music was playing, even the passengers themselves seemed ueber hip, and everything was technologied-out within an inch of it's life. so it was awesome. except that, to be honest, i felt like i was interacting with the brand version of a real-life pretty-but-mean girl. each aspect of the experience was seemingly devised with my comfort and happiness in mind: from the in-flight entertainment to the food and drink, everything was at my service. except for, well: the actual service. it just felt like the crew kinda couldn't wait for me to leave. and i don't think i just got unlucky--because that experience was repeated on my return flight.

 

now, let's compare that brand to, say, southwest--an airline which i happen to have flown for many years. totally different brand experience. not necessarily better, either--just different. on southwest, the din of young families and army of pleated-khaki-clad flight attendants make the club-like atmosphere of virgin america simply unattainable. and i'm pretty sure southwest's most recent technological innovation was deciding to have people line up according to boarding groups a, b, and c. but there was something else missing. now what was it? ah yes: the patent indifference. southwest, in fact, is wildly charming as a brand. and that's because it takes great pains to be consistent when it comes to its brand voice and personality. both come across especially well through their cabin crew, who are known to regularly crack jokes and sing songs over the p.a. system. meaning: if virgin america is the pretty snob, then southwest is her somewhat dowdy but ridonkulously sweet and attentive country cousin.

 

which would you rather spend a few hours with at 40,000 feet?

 

well, i guess that just depends on who you identify with more, or who you aspire to be, or who makes you feel more comfortable. after all, their flights pretty much cost the same, so unless you're being super cost-conscious, it can come down to brand. and that's *exactly* the point of branding. we say that strong brands help create preference. in other words: brands make it easier for you to decide which product or service to choose. but it's not just about which brand is the most unique. it gets back to that "relevant differentiation thing." both virgin and southwest might seem very clearly different to you, but if your preferred travel companion is more of a bookish intellectual type, well--maybe instead of buying a plane ticket you should be reserving a compartment on the orient express. which would cost waaaaaaayyy more. but, you know, if a brand makes a strong enough emotional connection with you, you might even decide to pay more for it.

 

which is why it's called an "emotional" connection, not a "rational" one.

 

but, in a funny way, brand could also get you to pay less for something. which is why you have people who shop at bloomingdale's but enjoy the experience of shopping at target as well. because target is about being fun and fresh--not just frugal. it's an attitude, not just a price-point.

 

come on back for part 3: the dramatic conclusion. when i'll tie together beaks, douchebags and psychotherapists--and relate them all to branding. and, this time, in less than seven months.