Identity: The Magical Cape of Branding
Branding is a convoluted term. Companies today are in a constant race against each other to earn a metaphorical crown that will signify their claim to brand mogul stardom. We want to be bigger, bolder, and better than everyone else. How do we fuel the desire for ultimate success?
We start by cracking open the corporate piggy bank and investing as much as possible into consumer-driven initiatives that transform our brands into a megaphone that continuously amplifies a mass of promotional messages with the intention of converting people into loyal consumers. However, this approach rarely generates the outcome we had strategically planned for and we’re stuck scratching our heads in bewilderment. What went wrong?
Often times, the desire for success has the ability to cloud the vision we once created. We forget the reason why we opened the doors for business in the first place. We forget why we do what we do. In Simon Sinek’s book, Start with Why, he talks about the significance of building a company on the foundation of why – not what you do. When companies communicate their purpose, cause or belief (the why factor) rather than what they do, remarkable things will happen.
Consumers begin to invest in a product or service without the megaphone blaring promotional messages in their direction because they no longer feel manipulated; they feel compelled to a purpose that aligns with what they believe. The existence of a brand slowly begins to dissolve into the creation of an identity because the focus has now shifted from what you do to why you do what you do.
Identity is the magical cape of branding. It takes place of the external facade that a brand can portray and redefines a company from the inside out. So the next time you ask the question, how can we become better and achieve the success we desire? Rethink your megaphone strategy, consumer loyalty isn’t gained from a tangible source, it’s gained from an innate desire to connect to the things we believe in.