• by Seana Mulcahy , August 2, 2004

How do you determine if your brand (or the brand you are working on) is strong? Perhaps it is tracking studies that show trust and loyalty. How does this fare to a customer base or market share? If the group of loyalists is shrinking, is brand strength diluted?

When looking at brands today we must carefully assess their relevance in the marketplace. I'm sure you'd agree the consumer landscape is ever-changing. New categories of brands are popping up all over the place. This too can be haphazard. Take a look around. Do you see any of these new brand categories? What drives me nuts is this carb craze. Just take a quick stroll down a couple isles in the supermarket, everything from candy to juice to crackers to cereal to soda has a "low carb" label. Although it makes me cringe, it is relevant to the times. Brand relevance will determine success (although it may be short term).

In a recent strategy and business article, brand relevance was referenced as necessary. However, the author warned of risk in regard to trend responsiveness. In it, L.L. Bean was referenced as properly evolving its brand from original hunter's and fishermen to hikers, mountain bikers, cross country skiers, and the like.

To aid the fuzzy math we use when assessing brands, it might help to dissect brand relevance. What does brand relevance mean to you? Perhaps it is a combination of awareness and reputation? Awareness: Do people know about your product? Do they talk about it positively? Do they tell others? Are they aware of product attributes? Reputation: What exactly do people say about your product/service? Is it bad or is it good?

When looking at this as it applies to advertising, think about clutter. If your brand rates high on the awareness level, it will cut through the clutter of most other marketing messages. If your brand is relevant, then consumers and potential consumers will know when to respond to specific messages. For instance, a mom takes her kids to McDonald's after school for snacks because she heard an ad on the radio when picking them up.

If people are not aware of your brand, it will never be relevant. If people are aware of your brand but it is not relevant, then you are hitting the wrong target audience. Ask yourself, does my brand fill a need? Did it help create a relationship?

Take a look at fast food places today. Taco Bell and McDonald's have a big push toward healthier options with salads and low fat dressings. Of course, they continue to focus on tacos and hamburgers. The trick is finding the appropriate mix.

How about AOL? Now there is a brand relevance challenge. As you know, there has been a huge push to adopt its brand to the broadband era.

Or how about DVDs? No one advertises VHS anymore. Home Depot and Lowe's have catapulted the do-it-yourself market into the stratosphere. Age-old hardware stores are becoming obsolete.

What is your perception of Starbucks? Let me guess. You'll most likely say there's one on just about every corner. The Starbucks stores are quite inviting. Just look at how many people spend copious amounts of time sitting, reading, chatting, or on their laptops there. Although we make fun of the ordering system and the intensity of their baristas, we all know we can get what we want. There is something to be said about a tall, non-fat, iced latte.

What brands do you think are relevant today? Have some brands missed the boat? Are they nimble or are they needless? Write me on the SPINboard.