• by Kaila Colbin , Featured Contributor, December 18, 2020

“We rebranded two years ago,” they said. “But nobody knows the new brand.”

“That’s because you didn’t rebrand,” I replied. “You developed a new name and a new logo. That’s not a brand.”

“So what is a brand?”

“It may be easier if I demonstrate. Close your eyes for a second. Picture a car. Got it? What kind of car is it? What color? What size? What’s the interior like?

“Now picture a car made by Apple. Has your car changed? Is it a different color? A different size? A different shape? What does the dashboard look like? How do you turn the car on? What does it cost?

“Now picture a car made by Disney. Has your car changed again? What does it look like now? How do you feel about it?

“Your car’s changed again. Now it’s made by Rolex. What’s different about it? Shape, color, finishing touches? Is it diamond-encrusted?

“None of those companies make cars. Yet you were readily able to envision a car made by those companies. You associated physical characteristics, emotion, price points.

“A brand is not a logo. A brand is a set of mental shortcuts that let you know what to expect."

“Okay, I think I get it. But how do I get people to associate those shortcuts with our company?"

“The only way to build a brand is by being clear -- explicitly, ridiculously, extravagantly clear -- on what people can expect from you.

“Is your brand utilitarian, mid-range, luxury? Mass-market or artisanal? Serious, energetic, sophisticated or whimsical? Aloof or down-to-earth? Focused on technology or focused on personal service? What do you stand for?

“Once you become explicitly, ridiculously, extravagantly clear on what people can expect from you, develop your name and logo to reflect that.

“And once you have that explicit, ridiculous, extravagant level of clarity, and a name and a logo that reflect that clarity, reinforce it at every opportunity.

“Reinforce your logo. Put it everywhere. Put it on your face. Make sure people see it over and over again.

“Reinforce your name. Say it every chance you get. And if you’ve changed your name, make sure your old name is dead to you. Don’t say ‘New Acme Brand, formerly Old XYZ Brand.’ People hold on to the familiar; if you keep using what’s familiar, they’ll never let go of it to make space for the new.

“Most importantly, reinforce your brand expectations in everything you do.

“How did you know what an Apple car would look like? It’s because Apple’s brand promise is reinforced in everything they do. It’s not just their products. It’s their stores. Their ads. Their packaging. Their ridiculous office.

“Sure, think about your brand when you’re building your website, but also when you’re building your product, when you’re designing your invoices, when you’re designing your sales cycle, when you’re thinking about pricing.

“When these things are disjointed, your brand is unremarkable and unmemorable. When these things line up, they self-reinforce, and your brand will be an unstoppable juggernaut. Each element builds the mental shortcut, which becomes stronger and stronger. Does that make sense?”

“I guess. But it sure sounds like a lot of work.”

“Yes, it is. But that’s the job. Do it, and you get results. Don’t do it, and two years from now people still won’t know your new name.

“The choice is yours. Good luck.”