This is great, as always, but a lot of people get confused by the word “branding“.
It really has nothing to do with your logo, trade dress, the tchotchkes you give out at conferences, your web site or social media content, or any of your promotional material. Branding is the promise of the value that you add as perceived by your clients and customers.
McDonald’s is not known for the desirability or taste of their food, but where they completely leave the rest of the pack in the dust is quality control. Though the portion sizes may be different, you know that when you go into a McDonald’s in the middle of Edinburgh, the burgers, fries, and shakes will taste precisely the same as they do in Sheboygan. Managers are trained (as are employees) on the exact amount of time fries can sit under the warming light before they’re thrown out or premade shakes in the freezer.
Opening their first location in Moscow cost them tens of millions of dollars, because they couldn’t import low value/weight potatoes from Idaho, and all of the varieties grown in Russia at that point would have been mealy and completely unsuitable for french fries. So they had to create the entire supply chain, starting with the farmers.
Likewise, if Apple decided to introduce a line of kitchen appliances, most people could do a very good job of anticipating the market positioning, functionality, industrial design, user interface, and relative value of an Apple branded toaster, microwave, or blender. It would be totally consistent with the rest of their offerings.
Think about Tanya’s “three adjectives“ that you would apply to people like Johnny Heller, Vikas Adam, or Hillary Huber, and you’ll see how effective branding/market positioning can be without a single piece of swag, promotional materials, or advertisement between the three of them.
There’s an awful lot to be said for authenticity, and “under promising, and over delivering“…
Yeah! I love the point you're making. It's not about STUFF. It's about how you present yourself, who you are, your identity, what you offer. Love this insight! Thank you!
I think this is an excellent post, Tanya. Maybe because it’s so relevant to me! But it’s clear and helps me as a narrator create an overview of where I’m at, where I’m going, and clear steps to take. Thank you. 😊🙏
I didn't know you were a narrator. I'll keep this in mind if I ever do an audiobook - if you do them. Also, can't stand the AI BS I see out there with narration. It's just awful.
This is great, as always, but a lot of people get confused by the word “branding“.
It really has nothing to do with your logo, trade dress, the tchotchkes you give out at conferences, your web site or social media content, or any of your promotional material. Branding is the promise of the value that you add as perceived by your clients and customers.
McDonald’s is not known for the desirability or taste of their food, but where they completely leave the rest of the pack in the dust is quality control. Though the portion sizes may be different, you know that when you go into a McDonald’s in the middle of Edinburgh, the burgers, fries, and shakes will taste precisely the same as they do in Sheboygan. Managers are trained (as are employees) on the exact amount of time fries can sit under the warming light before they’re thrown out or premade shakes in the freezer.
Opening their first location in Moscow cost them tens of millions of dollars, because they couldn’t import low value/weight potatoes from Idaho, and all of the varieties grown in Russia at that point would have been mealy and completely unsuitable for french fries. So they had to create the entire supply chain, starting with the farmers.
Likewise, if Apple decided to introduce a line of kitchen appliances, most people could do a very good job of anticipating the market positioning, functionality, industrial design, user interface, and relative value of an Apple branded toaster, microwave, or blender. It would be totally consistent with the rest of their offerings.
Think about Tanya’s “three adjectives“ that you would apply to people like Johnny Heller, Vikas Adam, or Hillary Huber, and you’ll see how effective branding/market positioning can be without a single piece of swag, promotional materials, or advertisement between the three of them.
There’s an awful lot to be said for authenticity, and “under promising, and over delivering“…
Yeah! I love the point you're making. It's not about STUFF. It's about how you present yourself, who you are, your identity, what you offer. Love this insight! Thank you!
I think this is an excellent post, Tanya. Maybe because it’s so relevant to me! But it’s clear and helps me as a narrator create an overview of where I’m at, where I’m going, and clear steps to take. Thank you. 😊🙏
Ha! Starting with changing my online name here to my PROFESSIONAL name- Lisa Armytage. 😳😊
You have inspired me already- this is my pro name! I am now visible as I want to be here. 🤗
I didn't know you were a narrator. I'll keep this in mind if I ever do an audiobook - if you do them. Also, can't stand the AI BS I see out there with narration. It's just awful.