You can brand it if you try...

Posted by: Fiona Cameron

'Great brands represent something bigger than themselves. You can create this accidentally if you're lucky, but you can create it on purpose if you try.' 
Seth Godin

The above quote came from a recent article on Seth's blog, called Represent.  I think the line above hit the nail on the head of what makes a good brand. For example we've all been on a high street with at least three coffee shops in a row. So, excluding taste, what makes us decide to buy our super skinny latte from one, over the other two? 

A deciding factor is what I call the 'Mmm' brand factor. It's that extra something about a company that makes us trust them and want to spend our time and money with them. It's their personality. Just like people, we click more with some companies than others. Next time you're at the supermarket till, have a sneaky peek at what the person in front of you has bought. I bet you start to notice certain matches or 'tribes'. You know the kind of thing. The person that buys an 'Innocent' drink is also likely to have some organic items picked and their re-usable bag at the ready. Excuse the stereotype, but you get my drift.  This doesn't happen by accident. Businesses spend time refining and shaping their brands and targeting them to the right audience and talking to them in language that will appeal to them.  It is largely common sense - but often hard to execute well or consistently across all your interactions and touchpoints.

Howies®

A good example of a company that has perfected the 'Mmm' factor is Howies®. They're a green, sporty clothing company. Click onto their site and it's obvious that they've thought about their brand and tone of voice.  Their values and ethics are outlined on the site and in the copy and products they sell. Their store in London's Carnaby street even has a tap. Why?  Well so you can re-fill your re-usable water bottle of course!   The personality is reflected everywhere on the site, and that's what makes them stand out, and appeal to new and current customers. You can view lots from their honest story of how they started selling T-Shirts from their living room to what sports they like to play. Order a catalogue from the site and see how they've even managed to inject some love and fun into filling in a dull order form!   The reward at the end of it is that you're greeted with the cheery personal message below.

Online copy: 

Whooosh

Right now, Derek is downstairs packing your catalogue.
He’s like the roadrunner cartoon but faster.
So with a good prevailing wind and royal mail doing their thing, it should hit your doormat pretty soon.
Hope you think it was worth the wait.
Howies®

I'd say they'd created a great brand on purpose. Wouldn't you?