On the evening of October 3rd, 2019, I was in Fort Lauderdale waiting to see if my flight to Ecuador would be cancelled as protests and riots in the country flooded the national news media. The nation straddling the equator was crippled as protestors blocked roads and highways in response to President Lenin Moreno's decision to remove of a four-decade-old fuel subsidies. Read more about it here. Flying into fireThis was probably the worst time to visit the country known for her diverse landscape stretching between the Amazon jungles, the Andean highlands, and the coasts including the famous Galápagos Islands. However, having planned this trip since June of 2019 to conduct an initial brand analysis for Alas de Socorro Ecuador or ADSE (pronounced as "ARD-ZEE"), getting front row seat to Ecuador’s 12-day of crisis became part of the agenda. With the reopening of the country’s airport and the airline continuing her scheduled flight on October 4, I flew into the heart of the protest on the outskirt of the nation’s capital, Quito. Since the roads were still unsafe for the planned 5-hour drive to my final destination of Shell, I got a chance to experience one of ADSE’s offerings; charter air service via her Cessna 206 propeller plane. MY APPROACHPrior to making this trans-continental journey, I have learned about ADSE between multiple conversations with a staff and a few hours of research via the Internet including perusing the organization’s website. While ADSE is an affiliate of the Mission Aviation Fellowship, I recognized that her operations will vary since she is in a different country and culture. While I may know more about brand design and strategy, I am never the expert in my client’s industry. And that's the mindset whenever I start an initial brand analysis exercise with business owners and leaders. During the 20+ days of living and working with the people from the organization and the community of Shell, I have gained important insights that led to the fine-tuning of ADSE’s Brand Story. BRANDING CONTEXTUALIZEDI used to explain the components of a powerful brand with an illustration of an iceberg. However, for the team members at ADSE, I changed it to a tree as a more relatable metaphor to achieve the same goal. And that has formed the foundation to many of my material as a brand coach. Watch the video below to learn how thinking of your business (and even of yourself) as a tree is helpful in understanding your brand. Continue with Part 2 as we uncover the values that drives ADSE in their day-to-day.
FROM CLUBS TO CLEATSRyan Ellis is a friend I got to know in college when I decided to complete my senior year on the campus of Oklahoma City University. Shortly after we graduated, Ryan got more involved in marathons and triathlons and started excelling in endurance sports. As a former All-American Collegiate golfer, Ryan combined his competitive spirit with his newfound love in nutrition and coaching, and Conquer Training was born. FAST FORWARD 10 YEARSWe have both come a long way since; from my approach to brand design to Ryan's philosophy in running a business. When I was interviewing him for my upcoming book "The One Game Changer to Boost your Business", we walked down memory lane about corporate logo since we had worked on the ones for Conquer Training. "No," Ryan answered matter-of-factly when I asked him if every company needs a logo. "The only person that really cares about a logo is the business owner." This is not to discredit the work of professional logo designers ('cause I am one of them) but more of a reminder to business owners that we shouldn't get too hung up on needing a swoosh or some golden arches. "It (logo) is cool but it doesn't generate revenue," Ryan Ellis "Understanding the difference between branding and marketing was challenging at first," Ryan admitted but is now able to make the distinction. While Conquer Training and Ellis Endurance Lab are promoted (ie. marketing) differently because of the variations in products, services, and customers, Ryan's brand as an expert in the endurance community carries across his two businesses. IS IT AN EXPENSIVE HOBBY?Ryan is always about living a healthy and active lifestyle, which allows him to resonate with his customers; whether they come to him wanting to break a personal record at the next Ironman (eg. a desired condition) or with a road bike that is not providing the most comfortable ride (eg. a pain point). Ryan's interest and knowledge in endurance sports are thus, part of his personal and business brands. That's an important place to start when considering starting a business. Are you passionate about the industry you are going to be in? Are you interested in it enough to continue learning and growing in your knowledge about it? Consider the 'N's in the B.R.A.N.D. System and ask yourself these two questions: Defining your personal B.R.A.N.D.: What are you NATURALLY good at? Developing your business B.R.A.N.D.: What is your NICHE in the market? Understanding your brand will make the difference between a profitable business and an expensive hobby. Stay tuned for Part 2 as we dive deeper into the other aspects of Ryan's B.R.A.N.D..
MY AFFAIR WITH A GROCERWhat can we learn about branding from a grocery chain? Apparently quite a lot if it's Trader Joe's; a grocer I fell in love with since 2017. This video is extracted from a class I taught as part of an entrepreneurship program at a university. In this video, I highlighted three of five components of the B.R.A.N.D. System and explained how it can empower any business owner and leader to make brand-driven decisions affecting day-to-day operation. TheY'rE B.A.D. ...Below is an image highlighting three components of the B.R.A.N.D. System showing how the 'B' (ie. what are you in the business of selling) and the 'D' (ie. what drives you to excel in your industry) guided the 'A' (ie. how should you act day-to-day).
When COVID-19 drove consumers into the digital shopping space and struck fear in the less tech-savvy ones, curbside pickup and third-party home delivery became a no-brainer for grocery stores nationwide. While Whole Foods and Walmart hustle to dominate the digital playground for internet shoppers way before the pandemic, one grocer chose to leave the fighting to the big boys. An earlier B.R.A.N.D. Freeze moment of the late Joe Coulombe, founder of Trader Joe's revealed that this grocery store is all about being different. But is her refusal to sell products online, offer curbside pickup, or home delivery just a rebellious act to go against the current? D: The Store as the BrandAny business leader will tell you that making goods available online is an obvious solution to boost sales volume and grow your reach. However, shopping at a physical store is a non-compromising component of the brand experience for Trader Joe's customers. "The store is our brand" is one of this grocer's values, which is one of the driving forces (ie. the 'D' as defined in the B.R.A.N.D. System) behind how Trader Joe's does things every day. One would think that coronavirus would have forced the hand of this grocery store to sell online. She did not budge. The store took all the necessary precautions, kept her customers informed of store hours and traffic limitations, and customers continued coming. A: DESIGNING THE EXPERIENCEBusinesses with multiple retail spaces are likely to receive professionally printed signs, posters, and banners from their corporate office for display on site. It's more cost-effective anyway. However, when you step into a Trader Joe's, it's hard not to see the hand-drawn and hand-written signs from shelf tags to large wall displays. Each store has her group of artists who produce these unique visible elements daily. They are part of the team; stocking the shelves, working the cash registers, and also doodling in the back room. Trader Joe's invests in and values individuals with such skills because it is part of her brand. This national chain takes pride in being your neighborhood grocery store. Murals and images reflective of the community she is in is just another way Trader Joe's seeks to connect with her customers. More importantly, you can always count on an engaging conversation with a crew member or two during a visit. And a face mask will not get in the way. How did Trader Joe's respond during COVID-19? Learn more here.
One might wonder why a grocery store has a nautical theme even though seafood is not her primary product. Between the ringing of ship bells and employees known as crew members, mates, and captains, Trader Joe's seafaring culture can be traced back to her founder Joe Coulombe (1939 - 2020).
While Trader Joe's has always been tight-lipped about her business model, you can easily find wave upon wave of information from her school of avid fans in the digital ocean.
In this B.R.A.N.D. Freeze moment, I would like to first tap into the personal brand of Joe Coulombe to gain insights into the making of a memorable brand. You don’t have to be a celebrity
The goal of defining one's personal brand is not always about creating a celebrity-persona like that of Richard Branson (Virgin Group), Elon Musk (Tesla), Ellen DeGeneres, or Martha Stewart.
As a founder/owner, you don't have to be the face of your company, but you have to be the spirit behind its culture. Your physical presence is limited by time and space, but a brand-centric culture will last for generations. Tracing his career back to 1958 when Coulombe was tasked by his then-employer Rexall Drugs to launch a chain of convenience stores to compete with 7-Eleven, we saw the maiden voyage of this trader on the culinary seas. A: SWEAT IT & READ IT
Coulombe was said to have worked without pay at Pronto Markets, the new chain he helped started, so that he can learn the business. When 7-Eleven became too big to compete against, Rexall’s decision to liquidate the stores opened the door for Coulombe to buy out the business which he renamed Trader Joe’s in 1967.
If you have an end in sight, there is no other way around hard work to get there. It doesn't matter if your goal is short- or long-term, big or small; have a goal. Coulombe did not want to compete with the bigger giants in the convenience store business and knew he had to be different.
From his interview with Perfect Business, it was also clear that Coulombe’s business savviness came from a lot of reading.
He read about the anticipated launch of Boeing 747 and figured that cheaper international air travel will wet the appetite of people for food from different parts of the world. Trader Joe's, to this day, is known for her selection of food from all over the globe. Inspired by an article on Biosphere in the Scientific American along with subscription to multiple whole food related publications, Coulombe also steered Trader Joe's towards the natural and organic food route.
After Coulombe's retirement in 1989, he remained the voice of Trader Joe's in a LA radio show "Food and Wine Minute''. Listeners would join him on his visits to the world's wine regions with interesting insights into food. Subscribe or pick up a copy of the Fearless Flyer and you will get a taste of his legacy.
As for the maritime theme, Joe drew his inspiration for Trader Joe’s unique look-&-feel from Frederick O'Brien's White Shadows in the South Seas and the Jungle Cruise ride at Disneyland.
As a founder and leader of your business, you are ultimately responsible for weaving the fabric of the human organization you are establishing. How are you achieving that? How tightly woven is your personal B.R.A.N.D. to the business B.R.A.N.D.?
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Who would think that spending time in a furniture store can be fun before IKEA showed up with her signature blue-&-yellow facade, adding to the canopy of Singapore's urban skyline? Considering that this island country is only about 278.6 square miles, having two IKEAs on this red dot* is like living in home decor heaven. Before I curb my excitement, news on the street is that a third store is in the works for 2021! *The country of Singapore is so small that it is often displayed as a red dot on a world map. While I anticipate visiting this new store during my next yearly pilgrimage to the Lion City, a 3-plus-hour drive is how long it will take to go to the nearest IKEA store in my present reality. It does make for a fun road-trip with friends between Oklahoma City, Oklahoma and Frisco, Texas, and the Swedish meatballs are just the cherry on top. In this B.R.A.N.D. Freeze moment, I will be discussing how this global giant remains true to her brand as she continues to grow a cult following. B: IN THE BUSINESS OF SELLING ___Saying that IKEA is not in the business of selling furniture may sound oxymoronic. IKEA’s vision is to create a better everyday life for people, and that’s what she is selling; a ‘better everyday life’. Besides offering well-designed and functional home furnishing products at a low price, IKEA does so much more to achieve that vision. Learn about IKEA here. It’s easy to view your business as a financial transaction; you sell something that people are willing to buy with money. But when you change that paradigm and consider the problem you are solving for your customers, it will inspire and guide many operational and marketing decisions you are going to make as a business leader. A: HOW IS SHE SELLING "A BETTER EVERYDAY LIFE"?What is one problem IKEA is hoping to solve for her customers? Looking at her vision/mission statement, we can conclude that people are not able to find inexpensive furniture/furnishing that are well-designed and functional. And how do low-priced products promote “a better everyday life”? In IKEA’s marketing, you will see why she is in the business of selling more than just furniture or furnishings. Let's learn from the pages of her catalog: IKEA's iconic yellow price tag, seen both in her catalog and throughout her stores both in Singapore and the U.S., draws attention to the low pricing. But she is not just selling inexpensive blinds and teddy bear. She is selling a "better bedtime". COPY IN CATALOG: Build a better bedtime. Kids don't always find it easy to drift off - and not just because of the monsters under the bed. A cozy, comforting sleeping area of their own can help them relax, especially if they share a room. IKEA is speaking to the parents; that "a better everyday life" is one where their children look forward to bedtime in a room they call their own. In addition, IKEA will always devote a whole level of their store to simply showcase their products laid out in different settings. Both parents and children can explore a variety of themed bedrooms and get a feel of how they can create a similar space in their home. IKEA is always telling stories and people (ie. her customers) are the main character. You can find these stories weaved beautifully with their equally diverse range of products online, on-site, and on-print. COPY IN CATALOG: When opposites attract. These two lovebirds recently took the plunge and moved in together. They both feel at home in their new apartment: it's an eclectic contrast of two different styles and stories that come together perfectly. Just like them. In the case of the lovebirds featured in the catalog and those in real life, "a better everyday life" is when people of different culture or background find beauty in their union as well as in the space they will start calling home (furnished with IKEA's products of course). It's also clear that IKEA appeals to DIYers who enjoy flexing some muscles while expressing their own aesthetics. Her unique instruction that comes with any product requiring assembly is comprehensive yet easy to read and follow. Flat packaging (for ease of transport) and self-assembly have long been IKEA's way of keeping cost low for customers. And for those who rather not do-it-yourself, IKEA offers delivery and assembly services. COPY IN CATALOG: An area for weeknight dining, weekend game-playing or anytime DIY-ing. Thanks to the makeshift modular dining table - three smaller ones pushed together - and plenty of extra chairs, this room really can do it all, all the time. IKEA is known for her modular products that work for small spaces. But instead of selling the features of those products, she paints a picture of "a better everyday life", where one can use his/her space for entertaining, relaxing, and creating, any time and any day. R: SHE IS NOT ALL THINGS TO ALL PEOPLESome might argue that IKEA's products are not the most durable. But then again, she is not in the business of selling products. One truth that all business leaders must acknowledge; you cannot be everything to everyone. Trying to be all things to all people will cause your business to lack focus and your attempts to reach people will fall on deaf ears. Defining who you are trying to REACH; the second component in the B.R.A.N.D. System, will help your brand be memorable.
First aired in 1969, Sesame Street and Big Bird with several other muppets have been instrumental in educating and entertaining children with letters and numbers. They have also been known to address weightier issues like tackling loss from death and embracing cultural differences. In 2015, a muppet with autism named Julia was introduced to teach kids kindness and empathy towards other with similar development disorder.
Big Bird from Sesame Street was invited to orbit the earth onboard NASA’s Challenger in 1986 when the mission went horribly wrong and claimed the lives of seven passengers.
Caroll Spinney, the man underneath the yellow feathery costume, has made Big Bird quite a celebrity when NASA invited him on that mission to get children interested in space. D: What DRIVES you to excel?Dillon James, a spiritual cowboy and a country Post Malone as Katy calls him, is chasing his singing dream and wanting to turn his life around after battling drug and alcohol addiction. “I love him like I almost lost him... and I am not letting go,“ Dillion’s mom Lindy talked about her prodigal son. Dillion in the same segment revealed his motivation, “I want to be your son. I want to be your brother.” Just Sam, a New York City subway performer, is wanting to show her grandma that someone from the projects can also have their dreams come true. She was very emotional during her first audition in front of the judges and asked to “do the train thing” to get comfortable. During Hollywood Week, she brought out her ‘lucky’ tip box which later received cash from the three judges. “I came out here to have fun and I made some money doing what I do everyday,” Just Sam tearfully said after that performance. While many may dismiss all these sob stories as scripted and intended to increase viewership, that's not the purpose of this post. The goal is for you to examine the driving force behind everything you do in life and in business. Identifying what drives you involves digging deep into what you value. Our core values are personal code of conduct and when aligned with that of your business, you will find greater fulfillment. It will guide your hiring process, excite your team, inspire marketing decisions, and ultimately form a solid foundation for your brand. Other than that, I love a good story and I like a good cry. Judge me. Review the components of this B.R.A.N.D. Freeze.
N: What is your NICHE in the market?Unlike being on stage, the contestants’ movement is restricted during their performances due to limited space and stationery cameras. The image quality is also fairly similar to that of a home-made video and the artists can only do so much between make-up and lighting to appear presentable. Like the contestants, your business is also put in an unfavorable position. “The situation that we’re in is unique but it reminded me what it’s like to be at home and practicing in front of the mirror with a hairbrush," Katy Perry commented after watching Makayla Phillips’s performance. Have the challenges you faced as a business owner caused you to consider giving up or re-examine the passion that started the business in the first place? Having a niche in the market boils down to the knowledge and/or passion you have about it. What is fueling your determination to figure things out when time is tough? Luke Bryan shared about being able to hear the nuances of the contestants’ voice because of the lack of a studio audience. What are the nuances of your business voice that will make you stand out in the market? A: How should you ACT every day?A fan is drawn to his/her favorite singers beyond the voice and the songs they sing. The artists’ personalities and behavior in public set the tone for how they will be remembered and hopefully, be adored for the life of their career. Let’s turn our attention to the judges for this B.R.A.N.D. Freeze moment. Katy Perry is known for her outlandish costumes and her coronavirus-themed ones became a highlight on the show. “How ridiculous do I feel as a hand sanitizer crying,” Katy commented about being moved by a contestant. Luke Bryan was teased for his stanky look (#stankylukeface) but he laughed it off, saying, “Is that what everybody calls it when I am not around?”. You shouldn’t be formulating some gimmicky personality just to get the attention. Your action should be a reflection of the real you and in line with the personality of your company. And don’t worry about looking “ugly” or imperfect either. The key to reinforcing your brand is consistency. Being consistent in delivering the promises of your offering is the most important. R: Who are you trying to REACH?Seeing these contestants in their “natural” environment (eg. garage, patio, backyard, living room, or bedroom), surrounded by familiar household items (eg. photos, decorations, recliners, bookshelves) made them more human. There is no doubt some level of production and staging (eg. multiple cameras for different perspectives, specific placement of lights) but seeing the typical clutter you see around your own home, made these artists relatable. UPDATED: As of Episode 16 (ie. the Grand Finale featuring the top 5), Lowe's got in on the action and provided the various furnishings and decorations for the contestants' at-home backdrop and stage. They even supplied the manpower to help with the setup. “Each of the contestants put their DIY skills into action and expressed their individual styles with the help of Lowe’s products in easy, affordable ways.” said Marisa Thalberg, Lowe’s executive vice president, chief brand and marketing officer. That's a timely marketing strategy taken by Lowe's as a home improvement store. And instead of an audience of mostly strangers, their family and friends are in the same room with them. Franklin Boone’s daughter was holding a “Go Daddy” sign with mom. Olivia Ximines’ family was watching from the kitchen and rushed in for a hug after her song. DeWayne Crocker Jr’s nieces and nephews were dancing as their uncle sang “I Feel Good” by James Brown. All these are “beautiful to watch”, commented Luke Bryan. Do you see your customers as people or just financial transactions in your books? Can your customers (which should also include your employees) relate to you as a person or is your company just a paycheck or an email address? Find the opportunity to reveal a little about your personal life (where appropriate) via a video message communicating actions your company is taking during COVID-19. Put a face to the name of your spouse and/or kids when your staff and you are having a video conference. Season 18 of American Idol recorded its first public performance in Hawaii back in January when ABC was selecting the top 20 for the “live” show. With COVID-19 keeping people at home and throwing the production plan out the window, the network has to improvise because, in this business, the show must go on. There is much to learn about branding during this virtual production and Lionel Richie, one of the three judges, said it the best. With the absence of the “glitter and glamor” of production, he pointed out that the contestants have to “bring your light to the table - your personality. Not only the voice but everything else that comes along with it.“ When Coronavirus shuts the door to your business or makes your offering much less accessible to your customers, what are you doing to “bring your light to the table”? B: What are you in the BUSINESS of selling?A ‘live’ show with professional production can indeed shine a good light on a singer. Stripped of all that, the 20 contestants are now challenged to showcase their voices differently. While ABC provided some lighting, audio equipment, and access to a band and backup vocalists, all the contestants had to create their own stage and backdrop. “There is no ambiance. There is no reverb. You just got texture galore in your voice,” Katy Perry told Jovin Webb during his ‘live’ show in his garage. Like these singers, your challenge is to showcase the value behind your offering. The contestants are not in the business of selling their voices. They are in the business of selling an emotional journey through their voices. The mattress store owner is not in the business of selling mattresses. He/she is in the business of selling a good night's sleep. What are you selling as the value behind the solution to your customers’ problem? This series of blog posts titled B.R.A.N.D. Freeze aim to highlight brands and discuss what they are doing to become memorable. I hope that by 'freezing' a moment in time, we can learn valuable insights into branding. Continue with "Making of an Idol B.R.A.N.D." Part 2.
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