Bob Hoffman at The Ad Contrarian has an excellent observation in a post about Accidental Branding. He suggests that a great brand is the result of doing a bunch of doing a lot of good things, not the process of doing them. I think it’s a very good way to think about brands. Paying attention to details, choreographing the customer experience, being faithful to your core customers all result in a strong brand. Here’s Bob’s observation (reprinted with his permission):
You want to have a strong brand? Quit “branding”. A strong brand is a byproduct. It comes from doing other things right. Make sure your product is excellent. Make sure you’re taking good care of your customers. Make sure your ads differentiate you. That’s what builds brands…
The thousands of companies in America who think they’re going to be successful if they just get their “brand” right are nuts. You’ve got to get a whole lot of other things right first.
If you do, the brand will take care of itself. If you don’t, all the “branding” in the world won’t help.`