Are You Still Branding? – Guest Post by Todd Pillars

I’m part of a discussion over at LinkedIn Groups (I didn’t link to it to protect my their identity)  about branding and whether or not it’s still relevant. They’re tossing around terms like media channels and marketing equations. They are confusing brand equity with market share. The marketing insiders just don’t get it. Granted they are talking to other marketing professionals. However, if they are true to their own brand then it is bound to leak through – ask any I.T. marketer about verticals, optimization, and integration.

I’m of the belief that, while the spirit of branding is still applicable (only it’s called promotion), the term branding is WAY over used. And because of the communication platform of the Internet (I tried really, really hard not say Social Media) branding has given way, thankfully, to “having a conversation”.

I used this example:

You have a company of 500 people. 400 people manufacture, package, and ship your super-duper baby spit-up remover. 50 of them are out there selling it. 10 are marketing folks. 40 provide support services and management. What’s the chance of all 500 employees living the brand? A snowball’s survival comes to mind.

Now, you could run a print ad in Parenting Magazine (which I’m actually reading right now ) that reaches 2.1 million (per Wikipedia) and control what your potential customers READ about you. But that brand equity gets used up fast if you publish an inappropriate photo in your online-newsletter (Google Parenting, Fox, Boston).  And look what home equity loans did the the real estate market.

My solution: have a conversation. Start at the largest forum for your industry – it’s not hard to find and Google is your friend. Ask questions to find out what the end-user of your product or service finds attractive about it. Listen to their answers and provide feedback they can understand.

Why do you think the “Old Spice Guy” is so successful? IMB has an idea (BEWARE there are tons of buzzwords) that I think is spot on. They are creating a conversation, in real time no less, that answers questions from their customers. Ding, Ding, Ding. We have a winner!

So what conversations are you starting with your customers today?

Oh, if you think I’m way off base, let’s have a conversation about it

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In addition to his regular contributions on The Motivation 101 Blog, guest author Todd Pillars spends his days teaching entrepreneurs how to appreciate their customers.  Check out his “Just Like Them” blog, but beware: if you give him a reason, he’ll send you a card!