The 4 R's of Branding

March 2012 - by Jeff Nixon

Branding Requires a Cast of Great Performers!

What is branding and why do so many people say they do it? Branding is defining who your company is and establishing what you stand for. It is about determining how you are perceived right now and setting a clear course for the future. It’s like college or a midlife crisis. It involves taking a long hard look at yourself to find out who you really are. Simple, right? Well…not quite.

Developing a brand strategy for your organization can be a lot of fun but you need to be careful. Acting can be a lot of fun too, but just because you can read the lines, doesn’t mean you’re giving a good performance. So if you’re thinking of developing a brand strategy (by yourself or with help), it is imperative you assemble an exceptional cast. Sometimes good acting goes unnoticed, but no one forgets a bad performance.

In order to ensure your branding program receives a standing ovation, everyone needs to understand the four R’s of brand strategy: Research, Relevance, Resonance and ROI.

Research: This is generally where organizations and smaller agencies miss the mark. They will do a SWOT analysis, they will do competitor reviews and they will likely complete a “visioning session.” Qualitative reviews have their place in developing a brand strategy but can easily be skewed by personal opinion or bias. Don’t get me wrong, visioning sessions are fun, especially when everyone is participating! When you bring in outside help these sessions also serve to develop a bond between client and agency which is both fantastic and difficult (try telling a friend they’re not doing a good job). Remember, research is hard work and its findings are not always going to be easy to hear. Research should give specific, targeted ideas on where to lead your brand, not just creative ideas with little substance that ultimately fail. Ask yourself, do you want clever ideas or ideas developed strategically to drive business? Stats may be boring, but they will tell you what’s working. In tight economies, this is a must.

Relevance: This is the current “it” word nearly every agency is throwing out. Relevance is definitely important. You want your brand to be relevant in the marketplace. It should stick out from the masses. It should be the obvious choice to consumers. The problem is agencies will get so focused on being relevant, their view becomes myopic. It’s well known in agencies that you’re only as good as your next great idea. Well that doesn’t help those who are in it for the long haul and looking for help with a 5-year plan. Relevance is the difference between MySpace and Facebook. Both were great ideas, but one had a plan to remain relevant…

Resonance: In their march towards relevance, many organizations and agencies tend to make the mistake of forgetting about the consumer. Your brand has to be attractive to your customers, and they have to appreciate it. For example, which search engine do you use; Yahoo, Bing or Google? All three are relevant in their form and functio. Now imagine what that page looks like, which one comes to mind? Design doesn’t run the show, but it can make a massive impression. Resonance is good design…which is ultimately based on solid research.

R…O…I: The all-mighty dollar. Everyone wants the most bang for their buck and why shouldn’t they? If you’re brand strategy isn’t driving your business, why are you doing it? Doing the same thing over and over again and expecting a different result is insanity (thanks A.E.). Remember, good research will tell you what’s going on, so that you can direct creatives to develop a story that resonates with consumers, ultimately making you relevant in the marketplace and driving your business. That is good ROI.

Jeff Nixon is a senior consultant at Synergist Communications (www.synergistcommunications.com). He is an expert in strategic place branding and takes pride in helping organizations to improve public perception, encourage investment, and create a better community through effective brand management. Follow on Twitter @Jeffrey_Nixon.