To me, they’re like New Yorkers who a different accent: they’re straightforward, they’re mischief, they’re go-getters, they enjoy good food, and they enjoy a good laugh. “Like clarity, deliciousness starts in the mind.” (See the whole rebrand here.) And could be used on any type of food: meat, poultry, seafood, and veggies.
Especially since it was NOT a barbecue sauce. There are many layers here, in how the packaging looked, in the branding of the product line, and more.īut it had to start with a solid foundation that was simple, clear, eye-catching. I said it.īut how do you transform something that looks like a commodity into something that conveys it’s a premium offering? I admit it: this sauce is amazing on eggs. So, the slogan (besides an immediately memorable name and design) said it all in the language their customers use, “No more guessing.”Īll while differentiating their new brand from the other companies that sounded like lawyers, or lab technicians and nothing “human” at all which is odd given they are dealing with choosing people in the first place. “It seems to me you should use their language, the language they use every day, the language in which they think.” The players in that industry make an awful mistake: they all talk “their own language” while ignoring the language used by the their audience. That was the case for this company that was entering the “HR staff selection” service sector. And newer companies entering the space are distracted by the cobwebs, the “that’s the way we’ve always done it” mentality. Many industries have been around forever. Going from the overused term “coach” to what really matters to Silicon Valley CEOs: metrics.įYI: in that Silicon Valley culture, top performers are know by two words: “rock stars.” BRANDING AN OLD INDUSTRY In this case, this very high level advisor transforming team performance for CEOs went through this transformation. We’re not that, or like that other competitor. How do you know if your brand needs clarity? You or your sales personnel are spending a lot of wasted time “clarifying what you do” and saying things like, “No, no, no. That was the case here when a brilliant coach, working in Silicon Valley with top CEOs, needed clarity. Sometimes, a cute name gets in the way of conveying your value. Naturally restored.” as you see here: BRANDING “A COACH”
After some competitive analysis and seeing the business they were really in, they became “7 Day Glow. This first example took a company that was convinced it was in the “facial oil” business. To give you a better handle on this, let’s look at 6 brands I recently worked with (just so you’re not confused, not every rebrand results in a name change). That would as as bad a branding diamonds as “shiny glass-like things.” I advised him, if he used those words, “digital marketer,” for his skills and business, I would unfriend him, unfollow him, and block his number on my phone. And he asked me “Am I a ‘digital marketer’?” Just yesterday, I was speaking to someone we all know, love and respect. If they “sold cars” instead of “speed, style, craftsmanship, adrenaline, and performance,” it would have a detrimental impact on their business. The biggest mistake, hands down, is companies think what they make or do is the business they’re in.īut the business they’re in? “Status (or regained youth) in the passing lane.” Helping companies and individuals with their brands, I see all the smart steps and all the missteps made when it comes to branding, how they present themselves to the world, and even their own clarity in what business they’re actually in. While some are hunting for Easter eggs, the rest of us are hunting for our brand’s secret sauce. Some arrive as fried as Sean Penn in Fast Times at Ridgemont High. Why are some brands and their clarity scrambled?
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