Have We Over-branded Branding?

Daniel Wade

Whether we admit it or not, we’re attracted to good branding. Done well, it can set you apart in an increasingly competitive market and set the stage for life-long, loyal customers. But have we over-branded branding?

I spent a month in Texas recently and had to look no further than Shell, Dairy Queen and Whataburger for some great examples down there. Buc-ee’s, in particular, is a new phenomena for me – a monstrosity of a gas station/convenience store whose reputation for clean restrooms on the highway seems to command a following behind their brand promises of “clean, friendly and in stock" and a smiling beaver plastered across everything you could think of.

Heard of Dollar Shave Club? The founders said if Netflix could do movies, why can’t we do subscription-based razors? (I’m sure their business plan was more complex than this.) One well-done video gone viral, an endorsement from renowned marketer Seth Godin and – one website crash later – you’ve got a successful company with a snarky brand that screams anti-corporation and majorly identifies with 18-24 year olds. The best part? It’s making traditional razor-maker Gillette shiver in its boots.

Photo Courtesy to Flickr User jrtce1

Pick the first example of good branding that comes to mind. What resonates with you? More importantly, why do you feel the way you do about this established brand? There’s a balance that exists between these giants of great branding and the loyal customers we all desire. Award-winning logos and sleek collateral packages don’t ensure follow-through on the “brand promise” and don’t always keep the customers coming back for decades. While tempting to only focus on the visual branding elements, here are some quick reminders for businesses to ensure this isn’t the only focus

• Make your walk match your talk. You and your employees serve as ambassadors for your business and industry, whether you like it or not. If a customer’s experience doesn’t match what they were sold in your branding, word travels fast.
• Elevate customer service. According to Peter Shankman,“To be thought of as ‘good,’ we just need to treat our customers one level above the normal expectation of crap. That's it. Anything we do that goes above and beyond ‘one level above crap,’ is so rare, and so unexpected, that if you do that, you can rule the world.”
• Reach target audiences in areas that impact them. Be genuine, be credible and be relevant in all areas. Find where your audience sees the most value and pursue it.

Public relations is like the elevator button. When you want to go upstairs, you go to the elevator and push the button, and when it dings, you turn and walk in it. Very Pavlov. Through a myriad of branding efforts, businesses strive to get the point where their name is top-of-mind. When the phrase, “I need to _____, so I’d better call ________,” arises, public relations works to accomplish this. Try not following through on your brand promise and you’ll see the other side of public relations working against you.

Perspective

Daniel Wade

Perspective is a funny thing. It can sweep over you gradually, like the warmth of a crackling fire from across the room. Or it can feel like a swift kick in the mouth when you don’t see it coming. We’d like to think perspective comes with age, though I’m certain it wouldn’t take you long to find a few exceptions to that statement. Can it be taught or does it have to be experienced? Is it pretty much “one size fits all” when you get it, or does perspective dabble in as many sizes as a Starbucks latte can be ordered?

One of the most impactful things toward building perspective in my life – let’s change the term to match the story – or in broadening my worldview was traveling outside the United States. If you haven’t done this, I can’t recommend it highly enough. Why? Because it lets you see life outside the bubble! Our Western lifestyle, culture and “the way things are” don’t necessarily stack up the same way abroad. Depending on how your worldview has been constructed, it can be shattered by experiencing what life is like outside the prosperity we enjoy.

Traveling outside the U.S. changed my perspective on charitable giving. Sure, that amazing resort in the Mayan Riviera has every luxury known to man, but did you observe the poverty of the local people as you were escorted by SUV to your villa? The coral reefs off the coast of Belize are incredible, but were you paying attention to the shacks lining the dirt roads on your journey? Cities like Athens and Istanbul have so much history and significance in our world today, yet I witnessed children and refugees in extreme need. But what if I wasn’t paying attention at all?

You see, gaining perspective involves broadening your horizons and leaving the sandbox, but what good is that if your eyes and ears aren’t open? My lesson was in giving; what’s yours? Here’s some good news – you don’t have to update your passport to enhance your perspective. Look at the people you work with or who work for you, and put yourself in their shoes. It can even be a good business strategy; has your new corporate initiative passed the common sense test, i.e. how would you react if this happened to you? Would your customers feel the same way? Back in the day, UPS required their executive leadership to work shifts in the distribution centers and ride along on deliveries. Disney has a similar training element for their leadership teams, requiring them to work in the parks. Why? Because an informed and deepened perspective can inform better decision-making.

So open up, change your vantage point, look at something in a different light, shake up your worldview. The difference can be more than refreshing; it can be life changing.

You Are Thinking Too Small

Daniel Wade

How big are your dreams? Do you think we ever unknowingly limit ourselves regarding our own potential, or the heights we can reach? When considering that new product, strategy or external launch, do we borderline on the “big hairy audacious goals” proposed by James Collins and Jerry Porras or settle for the “11 percent year-over-year increase” type of thinking?

It’s not often that I get my mind truly blown, but it happened recently. You wouldn’t know it from the make, model or mileage of what I have sitting in the parking lot, but I’m sort of a closet car guy. My perspective was recently redefined courtesy of a generous client who took a colleague and I for a spin in his new wheels. Those new wheels were propelled not by a roaring, supercharged engine, but by two smaller, much more efficient electric motors that sit on top of the front and rear chassis of the car. It’s a car that silently and effortlessly launches passengers from zero to 60 miles per hour in 4.4 seconds – faster than your neighbor’s Corvette or the newest Porsche on the lot. (And that’s not even the top model.)

Yes, I’m talking about a Tesla – the 100 percent electric car seeking to change the face of the auto industry. I’m not sure if that’s Tesla’s BHAG, but it might just as well be. (Side note: Watch this Tesla S coolly wipe a Dodge Viper SRT-10 off the track in the quarter-mile race. You’re welcome.) 

An Actual Tesla Key

The innovations and efficiencies of this automaker seem to know no bounds. A Tesla boasts a 17-inch touchscreen on the center dash that pretty much controls the car (think drag and drop to open the sunroof). The door handles retract into the body of the car until the car’s key – a Hot Wheels-type replica of the actual car – is in close enough proximity to automatically extend. It would take multiple blog posts to cover the soon-to-be released auto-steering feature and to brainstorm ideas for what to put in the “fronk” (remember the car has no engine) – all wrapped up in a six-figure package that is rated five stars by the National Highway Traffic Safety Administration.

But how did we get here? Incredible amounts of science, technology and innovation, yes; but weren’t there also initial “out-of-the-box” or BHAG-types of ideas and goals that drove Tesla’s founders to this place? These guys weren’t simply thinking of how to design a prettier, faster car; they channeled a revolutionary concept and went after it. Feasible for you and me? Answer that question the way you always have, and you’ll continue to get the same result. Elevate your dreams and goals to levels not yet considered. and you might just reach them.

Tirades and Tantrums

Daniel Wade

Do you remember the last time someone yelled at you at work? Maybe that person became angry, for whatever reason, and communicated displeasure or disagreement with your idea by using cutting or sarcastic language. And while this person didn’t overturn desks or anything (I hope), he or she pretty much threw the adult version of a tantrum. Usually, this type of interaction only breeds negativity and can strain relationships in the workplace. I truly hope this scenario isn’t very familiar!

Renowned marketer Seth Godin brought up an interesting perspective on these types of interactions recently. He says in some industries and workplaces, we allow this behavior because it elicits a response – the “one who yells the loudest gets the attention” sort of philosophy. But, surgeons don’t have to raise their voices and pilots don’t scream at air traffic control to get what they need, says Godin. They are professionals; they merely ask. You see, we give the yellers and tantrum-throwers power when we respond to their actions. What would happen if we didn’t validate them and only responded to appropriate communication?

Photo Courtesy to Flickr User Cecilie Sonsteby

Or, look at it this way. Let’s say you have a need or request that just isn’t getting the desired outcome at the office. Are you doing the equivalent of the Big Bad Wolf and huffing and puffing to get your way? If so, try adjusting your communication approach and see what happens. Professionalism and respectful interaction go a long way toward achieving your desired outcome, regardless of your place on the proverbial totem pole. Besides, as Godin says, “A pitfall of throwing tantrums is that sometimes, people throw them back.”

Set out to define your workplace culture as a place of respectful and professional interaction at all times. If you struggle in that effort, and you very well may, make it part of your personal culture and creed to do so. My guess is you’ll be pleased with the results. 

Power of the Pen

Daniel Wade

Power of the Pen

What can you do to distinguish yourself, to set yourself apart? What is your goal, how badly do you want it and what will it take to get there? These are questions that driven individuals ponder on some level all the time but should also have application to what we do everyday. You don’t have to be creating a startup business in your basement or dissecting a corporate merger to think about these things. You can have a similar value proposition as the next guy or gal, yet your unique tactic or slant can make the difference.

Let’s get out of the clouds and into something practical that you can wrap your hands around. It’s a small yet powerful example that has made an impression on me in the last year. When was the last time you received a handwritten note? It doesn’t matter the occasion – a thank you for a gift; an appreciation for a visit or going the extra mile somehow; an out-of-the-blue acknowledgement for something you worked hard on - or, even better than these, just because. What made that special and different? From my perspective, those same sentiments may have been communicated in other ways, but they took on a new level of meaning when I held the paper and read the words.

Can I let you in on a little secret? This blog post is as much for me as anyone who happens upon this space. I’m on the laptop all day, so why can’t I just send an email? They know I love them – does it really matter if I write it out? You’re just being sappy and dramatic. My handwriting is chicken-scratch anyway. Handwritten notes are for grandparents. Here comes the big one. I just don’t have time to sit down and write out handwritten notes. They’re busy; they’ll understand.

So, here’s my small exhortation to take those big questions/thoughts from earlier and choose a simple, practical way to apply them. Be intentional. Don’t use it as a sneaky sales tactic. Be genuine. I was talking to a reporter a month or two ago, and he brought up a client by name – “Got a handwritten note from [so and so]; boy, you sure don’t see those much anymore.” I’ve had a boss who excelled at this characteristic, as well as a father who modeled this as well.

I don’t know about you, but it’s high time I picked up the pen and paper.

Public Relations is like…(Take 2)

Daniel Wade

Sometimes things just have to “click” with people before they can truly understand and then fully embrace that idea or take action because of it. As I reflect back on my academic career, I’m reminded of many instances where this proved true for me. For example, I’m close to pinpointing the month, day and year when I stopped learning math. (It’s one of the many reasons I’m in the public relations field. Can I get an “amen” from the peanut gallery?) Why did I stop learning math, might you ask? Simple: it stopped clicking for me. Mr. Dahlberg was a good teacher and an even better man, but math stopped clicking, and I didn’t care enough to ask for help. Fortunately for me, there were many more examples of concepts or theories clicking for me, and staying that way, that propelled me to future success.

Analogies can help make this connection to further understanding. Not sure if you’re a fan of a good analogy, but this is my blog post, so get over it. In all seriousness, I’ve found a few analogies that help public relations click for folks, leading them to a greater appreciation for and understanding of the tremendous value that good public relations can provide. A few posts ago, I shared an analogy that resonated with me years ago – the elevator button.

Today, I’m sharing the first analogy for public relations I was ever taught – the supermarket. (This is also helpful in explaining some of the differences in advertising, marketing and PR. While they are three sisters, they are incredibly different!)

So, you walk into your neighborhood Kroger store and can immediately spot advertising examples everywhere. Look no further than the printed list of coupons by the door, the ads on the back of the shopping carts and the announcement over the intercom about today’s special on ground chuck in the meat department.

Walk to your food section of choice, and before you’ve even turned down the aisle, marketing has greeted you with an elaborate end cap display featuring Bud Light’s latest campaign and a great price on a 30-pack. Meander down the pasta aisle, and you find yourself gravitating toward the macaroni and cheese, naturally. There’s marketing again – it has placed Kraft Macaroni & Cheese at eye level on the self, as opposed to the Kroger brand and other similar products which require you to stoop down or stand on tiptoe to reach.

And, finally, we make it to public relations. Except, you’ve actually already encountered it before you even set foot in the store. Public relations drove you to go to Kroger in search of Kraft Macaroni & Cheese in the first place. Perhaps it was that article in the paper about the mac-and-cheese contest Saturday. Or, maybe it was your brother-in-law raving about the best cheesy pasta dish he’s ever had. It could have been your sister’s Pinterest board, where you saw a picture of baked macaroni that was to die for. Or, maybe you heard from a friend that Kraft had adjusted its mac-and-cheese product to eliminate artificial flavors. Whatever your reason, public relations shaped your perception of Kraft Macaroni & Cheese and drove you to action well before you entered the store.

So, who is talking about what you are doing? And what are they saying? 

Transmissions and Proactivity

Daniel Wade

It happened on the way back from dropping my son at daycare. That dreaded dashboard indicator. That miniature messenger of malice. Like the “Bat Signal” fired up by Commissioner Gordon, it beams its bright yellow light at the most inopportune times – alerting everyone in the vehicle that trouble brews under the hood. You guessed it; it’s our friend the “Check Engine” light. Already being nearly impossible to ignore and with a business trip coming up the next day, it was an issue that would need to be addressed right away.

Following a quick trip to my trusted mechanic, the source of the backlit transportation tormentor was revealed – it was a transmission error code. Cue a woman’s scream and the iconic “dun, dun, DUN” music. The day was a Monday, pouring rain and had the makings of something young Alexander would reflect on. No way was I escaping this escapade without a major dent in my savings envelope.

We’ve all been there, right? At this point in the story, we could head a number of directions. I can hear the comments from the peanut gallery now. That’s what you get for driving a 13-year-old car! Should’ve bought a Ford! Yes, there are money and car manufacturer discussions we could have here, but in this scenario, I was reminded of something essential in the public relations world: proactivity.

A good public relations individual/team is nothing if not proactive. It’s a mindset and one we try and champion for our clients. Pick your scandal, recall or what-have-you, and just like clockwork, two weeks later you’ll read a news brief about the organization hiring a PR firm. While potentially helpful, often, the damage to perception is already done. Being proactive is strategically planning ahead, anticipating what might happen and setting a course before the crisis. Are your processes and procedures in place to handle a crisis? Does your particular industry lend itself to vulnerabilities? Have you defined roles and responsibilities for staff? Most of these are operational in nature and don’t even touch the communications side of things, where a crisis can be mishandled publically and derail entire organizations.

Now, back to my car example. Ever seen what happens to a car when you don’t change the oil? It requires regular maintenance (changing oil/filter) or your engine will seize up! Other times, even with regular maintenance, a car can experience issues – it was made by and is driven by humans! Armed with this knowledge, it is wise to plan ahead (financially, emotionally, etc.) so you don’t lose your religion at a transmissions shop.

Even the best run organizations experience crises of some kind, and they either survive or fall, depending on how they have proactively planned ahead. Take the initiative, and when the transmission error code shows up, you just might hug your mechanic.

Baby Talk

Daniel Wade

When you have a newborn in the house, it’s funny how everything sort of filters through the little bundle of joy. And, depending on how much sleep you’ve gotten the past few nights, this can either be a good thing or quite the obstacle! I won’t make this post all about babies and first-time parenting (there are entire blogs dedicated to these things), but rather, I’d like to draw a comparison – if you’ll allow me.

Obsidian PR has grown incredibly since the early years, and I’m fortunate to be back on board with an expert team of communication strategists. While I have the privilege of getting to work with some of the same clients from my previous term, there are plenty of new accounts to go around, and I’ve been working to learn those industries and clients in my brief time back with Obsidian. Are you ready for this? It’s not unlike learning your newborn.

Starting with a Solid Foundation

You’ve seen the amount of baby books out there, right? My bedside table was full of them as we prepared for Truitt’s arrival. But, what has made the difference for us has been the trusted counsel of those who had been there before. In the PR industry, you’d be hard-pressed to find a PR firm with more knowledge and expertise than Obsidian. We’ve done our homework and built a foundation based on results. Armed with this, we move forward with eagerness and confidence for the new challenges and new faces that join our roster!

Five Steps Ahead

My wife and I have really worked to get out of our comfort zones, and this includes things such as two-hour road trips with a 2-week-old and solo ventures to the grocery store with infant in tow when one of us can’t join. These examples, coupled with overnight stays at the in-laws, have reinforced one key principle chief among good PR practitioners: proactivity. If you haven’t packed that diaper bag half a day in advance, you’re guaranteed to forget something. At Obsidian, we’re not order takers – we anticipate needs and proactively recommend strategies and tactics to ensure our clients are prepared for whatever comes their way.

Never Stop Learning

As we navigate growth spurts, eating patterns and the like, being first-time parents is a continual learning process. (Even the veteran parents I talk to say that just when they thought they knew something with one child, they were humbled by the next one!) While some might take this point as a perceived negative, I’d argue that we’re looking at this the wrong way. Whether I’m learning the needs, preference and industry of a new client or working with a client who’s been on retainer for more than seven years, I’m always striving to be a continual learner. Once you stop learning, complacency creeps in and kills momentum. At Obsidian, you can trust our team to keep the pedal down.

The Long Haul

Parents’ commitment to their children is for the long-term. As I’ve observed from my own relationship with my parents, it’s a process that only gets better and better with time. During both of my stints with Obsidian, I’ve noticed that the majority of our clients are retainer-based with only a handful of project work here and there. In my opinion, this is a natural result of numerous business partnerships reinforced with years of proven results and relationship equity. We’ve found that investing in and choosing the right clients yields solid partnerships built for the future.

Now, if you’ve made it this far, the question is: are these observations characteristic of the business partnership you’ve trusted for your communications efforts?

R&R: Relationships and Reputation

Daniel Wade

Pull out your old college textbook and the definition of public relations might say something like “managing relationships with various publics or stakeholders.” In 2012, the Public Relations Society of America revised an earlier definition from a few decades ago and stated that public relations is “a strategic communications process that builds mutually beneficial relationships between organizations and their publics.” If you read this and still can’t tell your neighbor what PR is, it’s OK – there’s no quiz at the end of this post.

For the record, I’ve always maintained that public relations is who’s talking about what you are doing. Is it positive? Is it negative? Are you in the conversation at all? The word “relationships” can’t be ignored in any definition or understanding of PR. Like it or not, regardless of a particular industry, you are a representative of your business and brand in both word and deed. So, it really doesn’t matter how clever and witty your advertising slogan is when your customer service team treats a client with disrespect. Word spreads faster than ever in 2014, folks.

I was reminded of this in a recent unpleasant interaction with my property manager. When I approached this individual in a firm yet appropriate manner about an issue that had gone unresolved for nearly three weeks, I was met with a harsh, defensive reply full of misguided assumptions and highlighted by a key message of “if you don’t like it, you can leave.” We all have bad days; I’ve surely had my fair share. In an effort to see the best in people, I’m working hard on giving this person the benefit of the doubt.

The problem is that this individual is in the people business – real estate with a side of property management. Of all the industries to consider, I would have thought a person in this field would understand the importance of quality customer service and maintaining a good reputation. If the reaction I received is typical when presented with other clients who express concern, I’m shocked that the doors remain open. Like it or not, I can’t in good conscience recommend this individual/agency to others who may be looking for a trusted real estate agent for help in purchasing a home.

PR lesson for the day? Remember that you and your employees are constant ambassadors for your brand. As Obsidian’s principal, Courtney Ellett, always says, “This is a highly-valued, ever-present responsibility.”

What are people saying about you?

Mothers Teach Us So Much…

Daniel Wade

Not too long ago, most of us set aside a day to honor our mothers. Depending on your life circumstances, this could have been a joyous or a difficult occasion. My perspective on motherhood up to this point in life has been almost entirely shaped by my own mother – truly a blessing from God. This is about to change due to the fact that, as I write this post, my wife is two short weeks away from giving birth to our first child. Like so many things in my life, my appreciation for mothers across the world is about to change. So, mothers, here’s hoping that this recent day in your honor was a happy one. 

Not unlike other holidays in our country, Hallmark and other popular gift spots made a killing. I purchased a Mother’s Day card for almost $8 after tax and was nearly sick. As is my annual tradition, I bemoaned the fact that some schmuck is also making a killing off holiday cards that are subpar at best. Nevertheless, I purchased cards and gifts for my mother and the mother types in my life and proceeded to do the next logical thing…that’s right…wish these wonderful ladies a “Happy Mother’s Day” via social media. Come on – it’s 2014 – don’t tell me you didn’t do the same! 

And here, fine folks, is where our public relations reminder comes for the day. PR 101: Consider your audience! It doesn’t matter how sweet or funny or witty your collection of 140 characters was on Twitter – your mother never saw it because she doesn’t use the medium. I observed (and I wasn’t the only one) many great admonitions of love and proclamations of the “best mother on the planet” titles belonging to certain people on Twitter – my social medium of choice. Here’s hoping they also wrote that card or picked up the phone. A few savvy folks in my timeline had the presence of mind to point this out, and I couldn’t agree more. 

It’s an easy parallel to your brand, your product and/or your service. Start by knowing your audience or your tribe, as renowned marketer Seth Godin calls it. Where and how do they consume their news? Who do they trust as opinion leaders in the industry? What are they passionate about? What moves the needle for them? If you don’t know your tribe intimately, how will you ever really reach them? It’s 2014, folks. The same old advertising buys and email newsletters aren’t cutting it. Build equity in the form of relationships with your tribe, invest in truly understanding them and yield the currency of trust. Yes, content matters (another talk for another day), but at this point, you’ll know where and how to effectively communicate to a tribe that is truly engaged.  

Now, go back and make sure the mothers in your life got your Mother’s Day message – the way they would understand it best!

Public Relations is like…

Daniel Wade

We begin today’s discussion with a well-known brand. Ladies, help me out here. When considering a luxury brand such as Tiffany’s, what comes to mind?

Forget diamonds – have you seen their new leather collection? 

If we must speak about diamonds, did you know you could get an 18-carat white gold brooch with “Love” written in diamonds? All for today's low price of $40,000!

Remember your “normal” watch? How about a Tiffany’s cocktail watch in 18-carat white gold lined with diamonds for a cool $75,000? Good news: it’s water-resistant up to 30 meters. 

Have you ever worn something from Tiffany’s? Dare I say owned? What do you think about Tiffany’s? More importantly, why do you feel the way you do about this established brand? 

Now, let’s move to your business’ brand. Real estate is close to home for me, so I’ll use this as an example. There’s a difference in a real estate agent and a REALTOR^®. But, as a REALTOR^®, how do you communicate this difference? What’s the advantage? There has to be something more than the trademarked symbol. For those in this industry, this is their brand…just like Tiffany’s.

Here’s where public relations comes in. [What – you didn’t expect this?] Public relations is like the elevator button. When you want to go upstairs, you go to the elevator and push the button, and when it dings, you turn and walk in it. Very Pavlov. Follow me? REALTORS^® want to brand themselves so that when someone wants to buy or sell a home, they turn to a REALTOR^® and not just any old real estate agent. Make sense? More specifically (and here’s where we get competitive), when someone wants to buy or sell a home, they call your agency or better yet…you! Public relations works to accomplish this. 

Public relations is simply who’s talking about what you are doing. I’ve used the real estate industry as my primary example here, but this concept travels. Ideally, you want people to say: “I need to _____, so I’d better call ________.” Insert your law firm, photography studio or pre-manufactured metal building company, and you get the idea.

How can you begin to do this?

• Observation No. 1: Listen. 
• Do you read The Commercial Appeal, Memphis Business Journal or Memphis Daily News on a regular basis? Your clients are hearing things about your business and industry, and you need to be able to talk about that and provide perspective. 
• Observation No. 2: Find appropriate ways/areas to communicate your messages.
• Community Involvement – What a great arena in which to communicate in a grassroots manner about what it is you want to get across.
• Make it personal and credible – Advertising is not the way to do this. The praise of another takes on new meaning and legitimacy when it’s unpaid. 

You, and your employees alike, serve as ambassadors for your business and industry, whether you like it or not. Who’s talking about what you are doing? And what are they saying? 

Ding! Your elevator just arrived…