Perhaps the first picture that pops into our mind when we think of a brand is the name of a product, a logo or trademark. In fact the original intent of a brand label, brand name or trademark was to make one’s product stand out from the rest. Wow? Is that what it is? Does it really boil down to one farmer selling his apples right next to another farmer with similar looking apples except with a different sign or label? Well, yes, sometimes even if two products have varying degrees of quality or different part on the inside a name or distinctive imagery may be the only different thing some people see. if you went to the dairy case at the grocery store and some prankster had ripped off all the labels you would not be able to tell one brand from another unless the cartoon itself was also distinctive but let’s just assume the cartoon is the same in this example.

Even if I was daring enough to start taking the lids of the gallons of milk and started sampling I still might have a hard time tell each brand apart. Truthfully I wouldn’t start sampling different gallons. I might notify the store manager as he at least would know where my preferred brand was supposed to be located on the shelf. Obviously a good and memorable name is important. In a previous post I gave an example of what is considered the world’s most popular soft drink, CoCa-Cola and the offense people took when they tried to radically change the brand. Let’s go back to dairy however for a good example of a company that has build it’s brand above the cheaper “store brands.” I live in the southeastern United States and Mayfield Dairy Farms is a very popular brand and has a lot of brand loyality. Mayfield’s featured products are Milk, Yougurt and Ice Cream and their packaging is recognized by the the yellow boxes with brown text and the logo and mascot is a very recognizable cow. In recent years Mayfield has stood strong against the competition by utilizing their name, logo and mascot. In the past few years we have taken our nephew to see the giant Mayfield cow downtown, get a free sample of a new flavor and participate in an “election” where consumers can chose the new flavor. The name Mayfield is evocative of a peaceful farm setting. A place you would definitely want your dairy products to come from. I’ve never been to a Mayfield farm myself but the combination of the name, warm colors in the packaging sets them apart from the store brands.

Why do I give Mayfield as an example of good naming, logos and other distinctive elements? First of all I am very tempted to give a lot of example from the technology industry. I’m very familiar with technology companies but you see enough of that on the Internet and anytime I can give “face-time” to other industries I think that’s a good thing. Secondly Mayfield has not been my favorite brand, especially of Ice Cream. I’ve pretty much been a fan of Breyers Ice Cream but I admit Mayfield is really working on me as a consumer with their marketing efforts in recent years. When I go to the dairy case in my local grocery store I definitely know where the Mayfield products are and what they stand for.

How are you using your company name, logo, slogan and other visual branding elements to engage consumers?

I learned today that one of my favorite podcasts, Photoshop User TV, is going to now be available on a cable television channel! Photoshop User TV which is produced by the National Association of Photoshop Professionals (NAPP) and features three hosts, Scott Kelby, Dave Cross and Matt Kloskowski. The majority of each show features wonderful tips on how to maximize the potential of Adobe Photoshop. I learn something new each time I watch the show. They also provide news about new products (this is the kind of commercial I don’t mind at all), upcoming seminars and the show also has a weekly contest. I love participating in the contest because not only to I have a chance to win great prizes but the act of participating in the contest helps me learn something about Photoshop I probably would have never discovered on my own.

I use Photoshop a lot in my product photography, photography for print publications, web design products, etc. It’s a wonderful tool that helps me develop compelling content for my clients and my own work.

Perhaps you may not have access to the cable channel that Photoshop User TV will be on but it will still be available as a free downloadable podcast viewable on your computer or maybe better yet via a device like Apple TV. Have you enjoyed Photoshop User TV? What other podcasts would you like to see recognized by the old media? Wouldn’t it be great if people started producing quality local content and local stations decided to rebroadcast that content? I would love to see local podcasters in the upstate and Greenville, SC area recognized by the older media markets and reach a wider audience. I plan on doing what i can to make this a reality for my clients.

I admit it. I went to the great Wikipedia and found a definition for Brand Management. Needless to say I have not been inspired to write this part of the series on branding. The Wikipedia page on brand management says this;

Brand management is the application of marketing techniques to a specific product, product line, or brand. It seeks to increase the product’s perceived value to the customer and thereby increase brand franchise and brand equity.

Needless to say that whole definition bothers me on several levels. As much as I know the importance of marketing and in fact it’s an important aspect of our business I realize the whole notion of marketing and marketers can often have a negative connotation. Secondly I’m bothered that product and brand are defined as two separate elements. If you read the last part of this series you know how serious I am about the quality of the product or service and how deep down that should be the brand. Not just a label. Finally the definition points out that it seeks to increase the products perceived value to the customer. I know that bad communication with the public that cloud what the product truly is but I can’t help but think that it’s implying some deception is going on. Sadly, I know this goes on with many so-called, brands. We have all heard the stories about clothes with certain labels getting a higher mark up, the whole prescription drug debacle where “brand names” are sold for a higher price than “generic”. The funny thing with that is the “generic brand” seems to be one of the more popular with consumers who have seen past the labeling.

What’s more important than “brand management” is product management or customer relationship management. I honestly believe that if you manage the product well and respect the customers the branding will take care of itself.

Seth Godin must have been reading my mind when he wrote a recent article(probably in the last day or so) when he said, “Brand Management is so 1999.” Seth goes on the explain what he called, “Tribe Management.” He said, “Instead of looking for customers for your products, you seek out products (and services) for the tribe.” This is something I always try to keep in mind. We are working to provide and create content management systems for our web design customers that are easy to use. We want to create print products like business cards and brochures that will not just be a work of art but will be true to your companies brand and motivate others to action. I want to sell solutions to my customers problems and challenges. Not create new ones for them. What are ways you seek to build and manage your brand?

Seth Godin has a very short post this morning and one I totally agree with from experience. Don’t worry about being perfect but rather start writing something worth reading.  It’s amazing what happens when you start the process and you discover hidden memories, new insights and the beginning of conversations. How has writing changed your life and business? How would you like your writing to change your life and business?

I really enjoyed the last series I brought you on design. Another aspect of what SpinningSilk Multimedia does is helping small businesses and organizations with their branding efforts. What we do specifically will be covered in part 10 of this upcoming series. The term branding can sound very intimidating but in reality it can boil down to some very simple principles that a business of any size or individual of any size can follow. I plan on sharing my thoughts on the following topics over the next several days;

1. The Aspects of Branding - Part 1: It begins with the product or service
2. The Aspects of Branding - Part 2: Brand Management
3. The Aspects of Branding - Part 3: Naming, logos and slogans
4. The Aspects of Branding - Part 4: The Myths of Brand Engagement
5. The Aspects of Branding - Part 5: Brand Community
6. The Aspects of Branding - Part 6: Brand Loyalty
7. The Aspects of Branding - Part 7: Small Business Branding
8. The Aspects of Branding - Part 8: Religious and Non-Profit Branding
9. The Aspects of Branding - Part 9: Are you branding yourself?
10. The Aspects of Branding - Part 10: Integrated Marketing Communications
11. The Aspects of Branding - Part 11: Recommended books, blogs and podcasts

I enjoy following other blogs that focus on this topic and look forward to contributing and extending the conversation to you. I look forward to your participation, questions and contributions in this next series.