Habla Blog

By Gerard Tannam

In a previous post, we suggested that the brand represents the relationship between a business and its customer.

But does the word ‘relationship’ imply something too deep and meaningful? Not necessarily.

In fact, the buyer-seller relationship can be fleeting or long lasting, constant or occasional, shallow or profound.

We’re likely to enjoy a very different type of connection with our toothpaste than we do with our solicitor, or with our hotel than we do with our power-tool. We choose brands for all sorts of purposes and it’s key that our brand reflects the type of relationship that matches the needs of our customer at a particular place and time.

In terms of valuing the business relationship, it can be useful to look at how brands can move the relationship from the cosmetic to a more deep-seated place and enable the business-owner to enjoy greater returns on the exchange:

• Brand As Uniform: (“That looks right – I recognise it and can count on it”) This takes the short but important step from simply identifying the maker and speaks about a certain organisation and standard of production (including ingredient and method) that leads to a predictable outcome for the customer. Think of how shop-owners often dress their business in the uniform of their trade: the butcher with striped apron and awning, the chemist with green cross, pestle & mortar and white laboratory coat, and the barber with red, white & blue-striped pole and head and shoulder photographs.
• Brand As Label: (“I’d rather have that – it has a certain style that I admire”) Here the producer makes claims regarding the nature of what’s produced, and attempts to move beyond familiarity to personal preference. Consider the retail outlets of the major mobile operators, each of which promises a very different kind of experience (whilst the functional offer remains largely the same) as examples of this kind of branding.
• Brand As Reputation: (“I’ve heard good things about it – lots of others can’t be wrong”) The marks the point at which the business begins to stand for something said by the buyer rather than simply claimed by the seller. Businesses that traditionally rely on testimonial and word-of-mouth, such as restaurants, solicitors and accountants are brands that work in this way.
• Brand As Goodwill: (“I like it and I want it to do well”) This moves beyond reputation and sees the buyer wish the seller well and offer something back to the seller (e.g. the promise of future purchase or referrals) that goes beyond the terms of the buyer-seller contract. Think of the type of businesses that you want to see prosper and will happily pay a premium to use or go out of your way to help or recommend. Those who sell their produce at farmer’s markets or are seen to represent a community in some way often enjoy this type of goodwill.
• Brand As Badge: (“It’s to be admired and being seen with it makes me admirable too”) This sees the buyer declaring their choice of product to the world in the belief that this says something about their own personal judgement, loyalties or beliefs. Depending on what you want to portray, your choice of baby food, holiday destination or even professional adviser can be seen to reflect well or badly on you.
• Brand As Tribe: (“I like to be with other people who feel the same way I do about the brand”) Here the buyer unites with others who share their choice of brand and, they believe, their taste, loyalty and beliefs. Just watch any close-knit group of friends or colleagues to see which brands draw them together: sometimes it’s the cars they drive, the push-chair they transport baby in or the coffee-shop they visit.
• Brand As Religion: (“I’m inspired by and try to live up to the values of my brand”) For some, the worldview of the brand represents a philosophy or set of values by which they might lead their lives. Few brands make it this far, but leading players in online search, music-players and adventure clothing inspire their customers to a distinctive attitude and way of life.

As we trace the progress of brand from uniform to religion, see how the significance of the brand is first asserted by the seller, then by the buyer, then by the tribe and finally by the society.

Using this ranking as a reference, ask yourself: What level of relationship am I looking to establish with my customer?

Gerard Tannam is Managing Partner of Islandbridge Brand Development www.Islandbridge.com, an Irish company offering a practical, hands-on approach to brand building for business.

Whilst Islandbridge work with large and international businesses, many of their clients are in the small & medium sector, and their distinctive approach is designed to help business-owners make the most of their efforts and resources.

Gerard contributes regularly to discussions on branding and communications both in Ireland and across the world, mentors with Enterprise Ireland (the national development agency), sits on the Invent Expert Panel at Dublin City University and actively networks with other business owners both on and off line.

He blogs elsewhere at http://openheartbranding.blogspot.com and welcomes feedback and enquiries at Gerard@Islandbridge.com

For more information on Branding, Marketing, or Networking visit us at www.wardspeaking.com.