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Zusammenfassung von What Great Brands Do

Name: What Great Brands Do
Rating: 4.4 (109 reviews)
Author: Denise Lee Yohn

Denise Lee Yohn

The Seven Brand-Building Principles That Separate the Best from the Rest

4.4 (109 Bewertungen)

22 Min.

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Branding

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What Great Brands Do
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What’s in it for me? Learn how to build a great brand like Nike.

What do you think of when you hear the word brand? Cattle? Marketing? Advertising? An iPad, a Big Mac or a bottle of Coke, maybe?

These blinks give you the inside scoop about iconic brands: how a company’s brand secures its market position and why it remains influential, year after year. You’ll understand why branding is not merely a marketing tool but also a organizational and strategic tool. You’ll also learn why even a strong brand can suffer if its integrity is compromised.

In these blinks, you’ll discover:

why Nike’s “Just Do It” is one of the most successful taglines of all times,
why Red Bull’s founder actively encouraged rumors that his company’s drink was dangerous, and
why Starbucks is about more than just coffee.

A brand is the personality of a business, and it should guide a company’s every action.

Everyone recognizes contemporary brand superstars, like Apple, Nike and Zappos. So how did these brands become universally recognized household names?

Many people might believe that brand-building is just a matter of experimentation, good timing and sheer luck. In fact, nothing could be further from the truth.

Great brands achieve their iconic status when a company understands its brand and how it should influence the everyday running of the business.

A brand is much more than just the impression people have of your company and your product. A brand is the personality of your business, and therefore should shine through everything your company does.

Successful brands understand that people don’t just buy products based on a rational analysis of price and quality, but instead consider the feelings and values they associate with a brand. Having a coffee at Starbucks, for example, is not just about getting your morning caffeine fix. It’s also about the store’s sensory experience – the music, the furniture or the employees’ smiles – that you notice every time you walk through the front door.

But great brands also enjoy other benefits. One is that a company can enjoy higher profit margins. A study by the strategy consultancy Vivaldi Partners showed that customers are willing to pay higher prices for brand-name products than for other products.

Another benefit is that companies with a strong brand tend to have an easier time aligning their organization to a set of values. This is because a brand can be used like a strategic compass, guiding the company at large as to how it should build its corporate culture, design processes and craft marketing campaigns.

This is why Starbucks would never compromise the customer’s in-store experience, for example, by buying cheaper furniture. Even though the company could save costs in the short-term, such a decision would not be in line with the company’s brand.

Your corporate culture is your brand’s foundation.

Many people think that the only function of a brand is advertising and marketing. In fact, a brand is just as important for the people inside a company: if you align your corporate culture with your brand’s values, this can help employees better work together toward a common goal.

This alignment also amplifies the power of a brand toward the customer. Imagine your brand is a source of light that shines on your prospective customers. Now imagine your business and its stakeholders like suppliers, and sales representatives are those who connect the brand and the customer. If these people aren’t properly aligned with the brand’s values, they will block or distort the light coming from the brand, decreasing its efficacy.

Great brands build an emotional connection with the customer.

At first glance, a slogan like “Just Do It” seems ineffective – it doesn’t even mention the company’s name, Nike, nor the products the brand represents. So how on earth did this phrase become one of the best-known brand slogans of all time?

Successful branding is about emotions, not products. It’s about creating an emotional connection between the brand and the customer. As Scott Bedbury, Nike’s one-time marketing chief, wrote, "‘Just Do It’ was not about sneakers, it was about values. It was not about products, it was about brand ethos.”

Great brands don’t follow trends, they create them.

Some people think that a key part of building a great brand is being trendy, meaning following current trends.

But in fact, following trends can be a risky endeavor, because trends change quickly, and trying to adapt your brand to each change can compromise its integrity.

Great brands don’t try to please everyone.

Just as blindly following the latest trends can be dangerous for your brand, so can chasing customers indiscriminately. Sure, it might increase profits in the short term, but trying to appeal to everyone risks compromising your brand’s integrity.

Great brands don’t chase after every customer but rather focus their energy on core customers.

Great brands adhere to their core ideology, even if it means saying no to enticing opportunities.

Besides being a slave to the latest trends and chasing after customers indiscriminately, there’s a third mistake that brands can make: focusing too intently on growth.

To meet shareholder demands, most CEOs are under constant pressure to introduce new products, diversify services and expand the business. But pushing for growth at the expense of brand integrity can often result in the demise of even a great brand.

Great companies ensure every detail of the customer experience is in line with its brand.

One of the challenges of building a great brand lies in getting your entire company to present a united front to the customer. Big companies may have several departments that deal with customers, and yet the brand must be fully and uniformly integrated into all of them.

To achieve this, you need to do two things:

Great brands are generous in supporting projects relevant to them.

So far we’ve talked a lot about how building a strong brand is good for a company. But actually it can also be good for the world: “doing good” is a key factor in branding.

In 2012, an influential article by branding experts John Gerzema and David Roth proclaimed that as a society, we’re now entering a new era where corporate reputation and brand are becoming the same thing.

Everyone in your organization must know and live your brand values.

In an earlier blink, we mentioned that a strong brand can function as a guiding compass for your entire organization, influencing everyday decisions. For this to happen, you need to operationalize your brand strategy, and this requires implementing two brand-building core competences across your entire company.

First, you should distribute information regarding your brand and brand strategy to everyone in your organization, and make sure every employee keeps themselves updated on brand information. Make it clear that your brand is your business, not just some little facet of it.

Final Summary

The key message in this book:

A brand is more than a mere marketing tool – it’s a guiding compass for a company’s organization and strategy. Strong brands can attract lots of customers, but companies have to be careful to uphold their brand’s integrity and not just chase after trends, growth or every customer segment.

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Worum geht es in What Great Brands Do?

In What Great Brands Do, author Denise Lee Yohn draws on her over twenty-five years of experience in brand-building to demystify the branding process. You’ll discover the main principles that have made brands such as Nike, Apple and Starbucks such iconic household names.

Bestes Zitat aus What Great Brands Do

Simply put, your brand is what your company does and how you do it.

—Denise Lee Yohn

Wer What Great Brands Do lesen sollte

CEOs, executives and company founders
Anyone interested in marketing or branding

Über den Autor

Denise Lee Yohn is a recognized brand expert, speaker and writer who specializes in teaching companies how to implement their brands on an operational level.

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