Branding Lessons From GM: What Not To Do
The bottom line is that in the branding business, less is more.
A successful brand has to stand for something. And the more variations to attach to it, the more you risk standing for nothing. This is especially true when what you add actually clashes with your perception. [...]Until companies come to grips with the simple fact that they don’t really have an inordinate need to grow, but an inordinate desire to grow (because of Wall Street), bad things will continue to happen. Slowly but surely, brands will lose their meaning as they try to become more.
George W. Bush, Branding Guru?
What lessons can be drawn from Bush as brand guru?
- Visuals are more important than text
- PR is the most pow
- Naming is important
- Brand to your base
- Enlist brand allies
- Both approaches recognize employees ARE the brand. As a result, both are focused on engaging employees.
- Both are part of organizational and marketing strategy to strengthen competitive advantage.
- Both involve leadership – i.e., neither can be effective without management commitment.
How do we brand ourselves?
Like any branding exercise, the key to personal branding is having a good product, one which you understand and pitch to the right market. The first step in personal branding is knowing who you are, find out what strengths your brand possesses and how these strengths can help you. Personal branding is not about presenting a façade to the public; a poor product will not stand up to market scrutiny. This is also a choice of brand elements, people you deal with, the look that you have, and how you conduct yourself.