Choose Reality Over Perfection In Brand Building

October 8, 2010  |  Branding, Marketing
Choose Reality Over Perfection In Brand Building

I love this article posted by Martin Lindstrom on the Branding Strategy Insider. It is all about getting REAL. Let’s get REAL with our BRANDS. Make them authentic, let them make mistakes and react like a REAL person. Nobody likes a phony brand image and we all know what those look like. This goes for corporate brands, small business brands, service brands and personal brands. I love imperfect brands just like I love imperfect people — who are not afraid to admit it. Get REAL with your brand!

Source: Martin Lindstrom, Branding Strategy Insider

Is perfect branding really the best way of building brands? Up until recently this might have been true. Asking Martha Stewart fans they would have agreed with me. Year after year the ever-perfect Martha was dishing up one perfect decoration advice after another. And yes they were really perfect – but repeating this session decade after decade made one mistake look so much more dramatic than if the brand Martha would have conducted mistakes, purposely or not, through the years just like us “ordinary” human beings.

And this brings me to the point. I’m a big believer in the fact that the ultimate brand is like a real person. Needless to say no brand hardly reaches a stage where people perceive it as being a real person, but the fact is, that the more human components we associate a brand with, typically the stronger the brand is.

The times where I’ve been most amazed about a brand have often been where it did something human. Where the service was extraordinarily good – and had a “real” human touch. The cases where the emails I received as a reply on my question sent either in anger or just in curiosity – reflected that a real person, of real human blood – actually were answering my email. But not only that – that the writing – reflected that this person had the authority to be a true individual, either in the tone-of-voice, the writing style…you name it. You see as customers we expect a brand to deliver on expectations. It’s a minimum standard to expect a brand to answer back, often within 24 hours. But if the reply is everything but standard, if it had that special “glimpse in the eye” it added extra brand equity to my brand – perhaps making it my favourite brand.

But making this possible requires a human behaviour.

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