It is not how big you are, it’s how big you play.
~Author Unknown
BRAND POSITIONING defines how you are different from your competition.
What sets you apart, and how does it create value for your market?
Instead of leaving your positioning to chance, you should establish a strategy to reach your objective. Many sports companies have used archetypes to define their Brand.
ar-che-type noun
1. typical specimen: a typical, ideal, or classic example of something
2. original model: something that serves as the model or pattern of other things of the same type
3. image from the collective unconscious: an inherited memory represented in the mind by a universal symbol and observed in dreams and myths
Brand is the experience people have with your company. It is the promise you make and the personality of the company. It is conveyed through image, the message delivered, interaction with the customers and is further defined and clarified by a customer’s opinion of you.
Your Brand creates an image of you in your customer’s mind and the stories you choose to tell about your company or associate with can control the image you project.
Successful Branding builds asset equity – a measurable amount of revenue customers are willing to pay just because of the brand.
There are ways to define BRAND:
-List the emotional benefits you offer and boil it down to the ONE thing customers should think of when they think of you.
-Define your brand like a person with a distinct personality and convey these traits in everything you do.
-Create a story about your brand and reinforce it throughout the company.
-And finally, be sure the BRAND lives in every part of the company.
We’ve all seen the use of myth in story to promote the BRAND. Several stories have transcended sports to become a part of universal communication.
When Carl the Groundskeeper from the movie CADDYSHACK muttered “a Cinderella story” as he used a wood to cull the flowers, no one expected the phrase to leap into sportscasters lexicon and race to the edge of cliché some twenty years later.
As Americans, we love telling stories. We love hearing stories. Stories are how we communicate. Any company who wants to communicate and connect with the audience has to use stories to build and promote their BRAND.
BRAND is an undeniable long term asset, and not just a symbolic tool. Brand investment that is strategic and well crafted can lead to a competitive advantage no matter what economic environment we enter. Effective branding directly affects profit and the use of story in the marketing of Brand can impact that profit.
Companies that tell a great story, like Nike or Pepsi, can transform the consumer’s perspective or vision of the world. A well thought out and constructed campaign can use the inherent opinions, thoughts and feelings that stories evoke in consumers to influence that perspective and influence the Brand.
Quick!
Name the Most Famous Athlete in the World.
Who did you answer? Babe Ruth? Michael Jordan? Tiger Woods? Rudy Rutteiger?
Name the most famous team.
Who did you pick? What sport do they play?
Chances are, you selected a team that had an emotional resonance within you based on gut feeling.
This gut feelings is cultivated through years of exposure, through media, friends and the stories and legends surrounding the team.
Sometimes, it’s a PLAYER who you follow, like Brett Favre, former quarterback for the Green Bay Packers, who came out of retirement to play for the New York Jets and led them to a winning season. How many Favre fans switched loyalties with Brett?
And did the JETS BRAND value increase with his acquisition?
Did the PACKERS story take a hit? (The PACKERS seemed to recover well by positioning Aaron Rodgers as an UNDERDOG who led the team to multiple victories, a smart use of a classic archetype.)
We live vicariously through sports. Our teams, our players, our cars all inspire us, depress us, motivate and captivate us. But it is the stories we tell about our teams that bring them alive in our minds and in our hearts. And the stories we remember about our teams, our players are some of the most powerful BRAND builders in the world.
Who can forget when the BABE called his shot? Or Jordan’s leap from the half court line to fly through the air and into the status of legend? How about Hank Aaron ignoring everything taught and thought about him to become a titan in baseball? Or the Marshall team’s triumph from the ultimate adversity?
Each of these stories are told and retold and become valuable lessons in success, the reward for hard work and the eternal human spirit.
Smart companies tap into those emotions, and use the impact of the story to further the value of their brand.
What story are you telling?
Chris Lowry is the founder of at turns writers and business executives into best selling authors. Based in sunny Orlando FL, Chris consults with small business owners and executives for cutting edge marketing strategies to help grow their business in any environment, concentrating on customer relationships through copywriting and communication. Chris has written over 1000 articles, webpages, blurbs and a dozen books for businesses across the country and he can help you too. For a free copy of his book, BRANDED, on how to use stories in your marketing, send an e-mail to [email protected] and get it in your inbox today!
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