Brand Gap, Revised Edition, The

1. A brand is not a logo, but a gut feeling about a product or company

A brand is a person's gut feeling about a product, service, or company.

Brand definition. A brand goes beyond visual elements like logos or corporate identity systems. It's an intangible, emotional connection that people form with a product, service, or organization. This gut feeling is shaped by countless interactions and experiences over time.

Brand components:

• Name, symbols, and visual identity
• Customer experiences and interactions
• Reputation and word-of-mouth
• Emotional associations and perceived values

Brand power. Strong brands can command premium prices, inspire loyalty, and provide a sustainable competitive advantage. They act as shortcuts for decision-making, allowing customers to trust and choose products based on their gut feelings rather than comparing features or benefits.

2. The Brand Gap: Bridging strategy and creativity for powerful branding

To achieve originality we need to abandon the comforts of habit, reason, and the approval of our peers, and strike out in new directions.

Defining the gap. The Brand Gap is the disconnect between business strategy (logic) and creative execution (magic). Many companies struggle to align their strategic goals with customer-facing brand expressions, resulting in ineffective or confusing branding.

Bridging the gap:

• Integrate left-brain (analytical) and right-brain (creative) thinking
• Ensure consistency between internal strategy and external brand experiences
• Develop a shared brand vision across all departments and partners
• Use prototypes and iterative processes to refine ideas

Benefits of alignment. When strategy and creativity are in sync, brands become more memorable, differentiated, and emotionally resonant. This leads to stronger customer connections, increased brand equity, and better business performance.

3. Differentiate or die: The importance of standing out in a crowded market

Only one competitor can be the cheapest—the others have to use branding.

Necessity of differentiation. In today's cluttered marketplace, being different is not just an advantage—it's a requirement for survival. Brands that fail to differentiate risk becoming commodities, competing solely on price and facing shrinking profit margins.

Differentiation strategies:

• Develop a unique market position
• Focus on core competencies and brand essence
• Create memorable brand experiences
• Tell compelling brand stories
• Innovate in product, service, or business model

Beyond features and benefits. Modern differentiation goes beyond functional attributes to encompass emotional connections and tribal identification. Successful brands make customers feel part of something larger, appealing to their values, aspirations, and sense of identity.

4. Collaboration is key: Building a brand takes a village

It takes a village to build a brand.

Collaborative branding. Effective brand-building requires input and coordination from diverse stakeholders, both inside and outside the organization. No single person or department can create a powerful brand in isolation.

Key collaborators:

• Internal teams (marketing, design, product, customer service, etc.)
• External partners (agencies, consultants, researchers)
• Customers and brand advocates
• Suppliers and distributors

Fostering collaboration:

• Create cross-functional brand teams
• Develop clear brand guidelines and shared resources
• Use prototypes and iterative processes to gather feedback
• Encourage open communication and idea-sharing
• Celebrate brand successes across the organization

By leveraging diverse perspectives and expertise, brands can create more holistic, authentic, and resonant experiences for their customers.

5. Innovation ignites passion: The magic behind better design and business

It's design, not strategy, that ignites passion in people.

Power of innovation. While strategy provides direction, it's innovative design and execution that truly capture people's hearts and minds. Innovation has the potential to disrupt markets, create new categories, and build passionate brand loyalty.

Innovative branding approaches:

• Develop distinctive visual identities and brand expressions
• Create unique product designs or service experiences
• Use emerging technologies or platforms in novel ways
• Rethink business models or distribution channels
• Craft compelling brand narratives or content

Balancing innovation and consistency. Successful brands find ways to innovate while maintaining their core identity and values. This allows them to stay relevant and exciting without confusing or alienating their existing customer base.

6. Validate your brand: Use feedback to refine and strengthen

Good research is the least amount of information that gets you out of first gear and onto the highway.

Importance of validation. While creativity and intuition are crucial, brands must also validate their ideas through customer feedback and market testing. This helps refine concepts, minimize risks, and ensure brand expressions resonate with target audiences.

Validation methods:

• Qualitative research (interviews, focus groups)
• Quantitative studies (surveys, market analysis)
• Prototype testing and iterative design
• A/B testing of marketing materials
• Social media listening and sentiment analysis

Balancing research and innovation. While validation is important, it shouldn't stifle creativity or bold ideas. Use research to inform and refine concepts, not to make decisions by committee or settle for the safest option.

7. Cultivate a living brand: Align your entire organization with brand values

Every brand contributor should develop a personal shockproof brandometer.

Living brand concept. Successful brands are not static entities but living, breathing organisms that evolve and adapt. Every employee and partner plays a role in shaping and expressing the brand through their actions and interactions.

Cultivating a brand-centric culture:

• Develop clear brand values and guidelines
• Provide ongoing brand education and training
• Empower employees to embody the brand in their roles
• Recognize and reward brand-aligned behaviors
• Use brand values in decision-making at all levels

Brand stewardship. As brands become more complex and collaborative, there's a growing need for dedicated brand stewards or Chief Brand Officers (CBOs). These leaders ensure consistency, drive innovation, and keep the entire organization aligned with brand values and strategy.

Last updated: September 25, 2024