Is Your Brand a Product, Organization, Person or Symbol? - Issue: 2003 Qtr 1
In developing your brand identity, it’s a good idea to do some role–playing. In other words, to get at the personality of your brand, it may help to think about your brand as a product, an organization, a person, and a symbol.
For instance, in exploring brand as product, look at Hertz®. A strong link to a product class means the brand will be recalled when the product is cued. So when someone mentions rental car agencies, Hertz wins big if their name is recalled first. Same goes for dominant brands like A1® in steak sauce, Kleenex® in tissue, and Xerox® in copiers.
Brand as organization focuses on characteristics of the company rather than those of the product or service. Attributes like innovation, quality, and environmental soundness are created and personified by the people, culture, and values of the company. They can also provide credibility for specific products. Think about how Post–It® notes demonstrated 3M’s reputation for innovation.
The brand as person viewpoint suggests an identity richer than one based solely on product attributes. Like a person, a brand can be upscale, trustworthy, active, amusing, casual, or intellectual. Take the Apple computer, for example. You might say it’s like a technical friend with a witty, creative side who helps you solve problems in a fun way.
Finally, brand as symbol can provide great recognition and recall. Its presence can be a key ingredient in brand development because symbols reflect the potential of the brand. Symbols can be visual imagery, metaphors, colors, and brand heritage. Consider the impact of McDonald’s® golden arches, Nike’s® swoosh, IBM® blue, and Mercedes’® three–pointed star. Each of these captures identity because connections between the symbol and the elements have built over time, so it just takes a glance to recognize the brand.
When you’re developing or refining your brand identity and personality, have fun with role playing. The outcome could create a whole new way to look at your position in the market.
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