How Solid Is Your Brand?

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No doubt there are many things about your product or service that you want people to know. But it's a lot to ask of a consumer to allow you to educate them about your brand. Subaru (FUJHF) has always made good automobiles, with solid engineering, nice styling, and reasonable gas mileage. But a couple of decades ago, Subaru was about to go extinct in the U.S. for lack of consumer appeal. The company was saved by focusing on one thing: the beauty of all-wheel-drive. It led people who never would have considered a Subaru to give the brand a look, and many of them became brand loyalists.

Think of your product as a beautifully decorated home. Of course it's something you're proud of, and you'd like to invite people to come in so they can look around, be impressed, and spend some time there. Your positioning is simply the door to that home, the point of entry through which people must choose to pass. Most homes have more than one door, but you have to pick one that will serve as the primary point of entry.

Ad great Bill Bernbach said: "Find the simple story in the product, and present it in an articulate and intelligent, persuasive way." Voltaire was even more succinct: "The best way to be boring is to leave nothing out."

Differentiation. Having a simple and relevant message is vital, but if your competitors are saying the same thing you'll have to outspend them to make any progress. That's why words like "quality" and "service" don't work anymore; so many companies have made the claims that the words themselves have become empty vessels (BusinessWeek, 6/7/06)

You can differentiate based on any number of things, from features to packaging to price. Maker's Mark (FO) doesn't brag about great taste; instead, it wants you to know that its bourbon "is handmade every step of the way." Absolut became one of the most famous branding case studies ever by celebrating the shape of its vodka bottle. And Target (TGT) achieved what Advertising Age called "the ultimate retail positioning" by crafting an image that transcends simple description.

Keep in mind, however, that differentiation, like relevance, is a moving target. The more success you have, the more your competitors will try to claim the ground you've staked. There was a time when CNN (TWX) was the only cable news network, and it developed a loyal following that kept it on top for years. But its success attracted copycats, and now CNN has lost its leadership position. Miller Lite (SBMRF) was the first beer to combine "tastes great" and "less filling." But today there are dozens of light beers, and Miller Lite is struggling to find its place.

We have a mantra that we live by in our advertising practice: Don't be better, be different. If you're still claiming that your brand is better than its competitors, you have a differentiation problem. It's more advantageous to be the only one that does what you do than one of many trying to outdo each other.

Believability. Your positioning can be too much of a stretch, no matter how relevant, simple, and differentiated it is. In 1998, GMC researched the idea of adding a big, bold vehicle to its product lineup. It didn't do well. But according to the brand's general manager, when the same vehicle was branded with a different name, it “blew the doors off.” The new brand? Hummer. Despite its huge consumer appeal the vehicle wasn't a good fit under the GMC brand.

Years ago, Burger King (BKC) tested steak dinners with table service at some of its restaurants. Simple? Sure. Relevant? Certainly. Differentiating? You bet.