If your brand were a vegetable, what would it be?
I know, sometimes brand strategy questions can seem esoteric and ridiculous. I mean, really, what the heck does asparagus tell me about how I can make smarter marketing decisions and attract more customers, sales and word of mouth?
But creating a brand analogy for ourselves can often help us make smarter decisions for our business. (Tweet!)
The only 2 questions on which I really ever probe clients in this vein are “If your brand were a person, place or fictional character, what would it be and why?” and “You are the (BLANK) of your industry” which usually ends up being something car-related. For example, we’re the “Porsche of our industry: fast, sexy and super expensive” or “We’re the Jetta of our industry: Fun, reliable, approachable and not too flashy.”
These exercises can really help you make sense of how your brand “stacks up” in a potential customer’s mind. As I talk about in my book, Branding Basics, you want to be intentional about where people slot you in their mental file drawers. Creating such analogies can help you wrap your head around determining the right tone, visual style and even brand voice for your efforts.
So here’s a fun Slice of Adventure for you today:
Given my love for all things wine, think about “Which wine would your brand be and why?”
Is your brand a peppery, spicy Zinfandel? Are you a crisp, clean Sauvignon Blanc? A bold Cabernet Sauvignon that can take on any hearty dish or complex meat with ease? A more exotic, quirky and harder to find varietal: a gentler yet berry-filled Carménère? Or perhaps a complex, eclectic blend such as Châteauneuf-du-Pape?
Maybe your brand is a rustic and traditional Chianti. Or an effervescent, bubbly, and high-style Champagne!
And don’t forget winemaker brands, either: Are you a mass market Mondavi or Yellowtail or a more affluent Silver Oak? Perhaps you’re even an exclusive, rare, luxury Chateau Lafite.
If you have a good grasp on who you are in relation to your competition, you can make much smarter decisions about content, voice, pricing and visual style so you attract the right people with the right message at the right time.
Creating a “brand analogy” helps you walk, talk and look exactly how you want (Tweet this!)