Brands can be people, places or things. But when they are consistent in talking their talk we begin to trust them and want them more and more.
One of my fave examples of this is Apple. The look is streamlined, utilitarian beauty. The language in the advertising is simple, genuine and to the point. And guess what, so is the actual product. Apple’s branding is so tight it’s become a fave brand of the people. The brand says “I’m not a corporate monster. I’m your friend.” Amazing and consistent branding. No accident they are the rock stars of the computer world.
Another example is Angelina Jolie. Gorgeous. Strong. Tattooed. 6 kids at home. Humanitarian. Her career has evolved with her brand. With every subtle and not so subtle change in her world her career has mirrored every shift. She started out playing junkies and vixens. As the image she showed the world changed, in terms of what she was wearing and what she was doing, so did the parts she played. Don’t get me wrong. She still plays bad asses but this time they are on the right side of the law. Calculated? Maybe. But for whatever reason, it’s kept her in the game when most actresses 15 mins are up.
Brands can change and expand over time but the original message. The heart and soul is still the same. Thats why they feel good to us. They feel like family. Because they make us feel like we know them. Thats what branding is. They press our buttons and keep us coming back for more.
You can be a phenomenal performer. You may have an amazing product. But if the branding is not in synch with what you are selling no one will buy what you’ve got. Why? Because it feels hollow. Because you haven’t touched them. You haven’t told them who you are.