“Branding” has become one of the new business buzzwords of the 21st century. But for as much attention as the concept has gotten, there are still plenty of misconceptions when it comes to what branding is and how companies can use it to their advantage — especially small businesses.
Logos aren’t brands
Most people confuse logos with brands. Let’s set the record straight: the logo is what you see, while the brand is what you think. When you see the Nike swoosh (the logo) you think “sports for the masses” (the brand). When you see a Jaguar hood ornament (the logo) you think “luxury cars for the lucky few” (the brand). When you see red and white on a soup can (the logo), you think “soup is good food” (the brand).
In short: A brand is mental real estate that someone owns in the mind of the target market.
Brands serve as mental shortcuts that help consumers make their buying decisions. They tell you who you are dealing with and what they may be selling, and they predispose your thoughts about the quality and price you should expect. The brand idea fills in all the blanks and allows the message to focus on new information. Strong brands are much more efficient when it comes to using the media because premium message time doesn’t have to be spent on introductions.
For example, Microsoft can flash their logo and get right down to business. Most other software companies have to spend valuable time just building recognition before they can even begin to try to sell you something.
The power of MicroBrands
What you may not realize is that, most of the time, there are smaller brands sitting on top of large brands. I call these little brands MicroBrands.
Think of it this way:
- Any message communicated by any means that creates an expectation is an act of branding.
- Any brand intended to dominate a micro-market is a MicroBrand.
- A micro-market can be as small as a one-on-one personal relationship.
It’s surprising to discover that in many instances a MicroBrand is stronger than the large brand. For example, think about your local auto dealer. Outside you’ll see the global brand of Ford or Toyota. Underneath the logo you are likely to see the name of the local dealer. But what brand carries the most weight when you are deciding where to go for service? Probably the MicroBrand of the dealer, or even the salesperson who was your initial point of contact.
When the manager of a new Home Depot was interviewed, he showed a keen understanding of the power of a MicroBrand. “What’s it like to work for a huge company like Home Depot?” he was asked.
“Home Depot?” The manager acted as if he had never heard the name of the company that wrote his paycheck.
The reporter continued to press before the manager finally said, “Oh, that Home Depot! That’s their sign, but the store is mine. It’s mine to turn into a miserable failure or a runaway success!”
Over the door of a Subway sandwich shop hung a banner that is an anthem to the idea of a MicroBrand. It said simply, “Open under old management.” Someone had figured that the MicroBrand of a popular local manager was more powerful than the internationally known brand that is Subway.
What about your personal MicroBrand?
On an even smaller scale, think about your own “personal” MicroBrand as a professional at your business or even as a spouse and parent at home. Your appearance, your language and everything about you serves as your “logo” and influences your MicroBrand in the mind of those you want to influence. Do you own the mental real estate you want to own in the minds of your employees, your spouse and your children?
Powerful MicroBrands are usually not built by slick marketing and expensive advertising campaigns. MicroBrands are more likely built with strategic networking, clever public relations and sometimes event marketing.
Here are three steps to help put the power of MicroBranding to work for you:
- Take an inventory of all the brands and MicroBrands that may be associated with both your business and with you personally.
- Determine if your multiple brands are in harmony with one another and are working together to present the kind of image you desire.
- Stop letting your brands manage themselves and start being more proactive about the mental real estate you want to own in the minds of your customers, employees, family, friends, etc.
In an over-messaged and under-communicated world, it’s getting more and more difficult to stand out. Instead, strive to own tightly defined micro-markets by managing your MicroBrand. You’ll benefit both professionally and personally.
