The sign read: “Take Back Lunch” with the company logo below.
Maybe my mind is wired differently than most, but I immediately thought that if you have to “take back” your lunch, then you must’ve lost your lunch for some reason.
Associating “losing your lunch” with a line of deli meats may not have been the marketing team’s direct intention. Nonetheless, it follows the train of thought of some consumers.
I’m sure this company wanted to encourage people to pack their lunch, to make time for themselves while enjoying a great sandwich using their meats and cheeses. But so many other slogans could accomplish this goal without a hint of… well, vomiting.
On the bright side, it did get my attention… and it certainly helped tattoo the brand on my brain. It’s probably just not the initial impression they were looking for.
Moral of the story: Don’t be so married to a slogan that you block out other interpretations of your message. Invite opinions, test it out, and be open to the feedback. It helps build a stronger message… and that’s what it’s all about.
When you’re creating a brand, you’re crafting a message you hope will resonate and last for a long time. One that makes you stand out… one that is memorable.
I’ve always been curious about how the stories of people (and their messages) have been able to survive through the ages. When you consider historic saints, for instance, you typically have a crazy rebellious person of legendary actions. Heck, some were so persuasive that people today still devote their lives to them, or honor them in quiet ways. How many St. Francis of Assisi statues decorate gardens in your town? Quite a few in mine.
One of my favorite saints is Saint Dominic, who must have been fantastic at the art of persuasion. He started the Order of Preachers back in 1215. Born of wealthy parents, he traveled parts of Europe, sharing stories with people and correcting false information about Christian teachings. To help make his point about the perils of a worldly life (versus living simply), he practiced extreme self denial, wore uncomfortable clothes and slept on the floor instead of the beds provided.
In other words, he wrapped himself in his message.
Saint Dominic and others like him are fine examples of how personal branding can last for centuries – if your message is authentic and if its done right, with the right intentions. Here are some examples:
1) Logo and image – A dog with a torch in its mouth, and a star from his chest are both visions his mother is said to have seen around the time of Dominic’s birth. Now they’re part of his iconic images.
2) Consistent message – History books say that Dominic never spoke a work unless it was to praise God. Not a word. No “do you think it will rain?” No “these sandals are killing me.” Not a word that was not consistent with his message and his mission.
3) Stand out in the market – Dominic was passionate. He knew his market, who he wanted to persuade, and he was inspired to be as different from the existing “brands” (heretics) as possible. In his dress, in his behavior, in his message… “It is not by the display of power and pomp, cavalcades of retainers, and richly-hosteled palfreys, or by gorgeous apparel, that the heretics win proselytes; it is by zealous preaching, by apostolic humility, by austerity, by seeming, it is true, but by seeming holiness. Zeal must be met by zeal, humility by humility, false sanctity by real sanctity, preaching falsehood by preaching truth.”
4) Words supported by image – He wrapped himself in his brand, and he acted in a manner completely consistent with his message.
When you consider your own branding approach, both personally and corporately, what messages do you send? Are they consistent with the mission and goals for your business – and for your life?
When you offer “the full package,” you may not earn sainthood, but you’ll certainly be a top choice in your market to reach the clients who need you most. Be inspiring, and may your journey be Blessed!
Sometime we just have too many choices.
I once owned a coffeehouse (and I still pull a mean shot of espresso!). When people came in and wanted a regular flavored coffee, I’d offer them their coffee flavored with any of the Italian syrups we had on the bar. Faced with more than a dozen choices – from hazelnut to coconut to raspberry and more (also in sugar-free) – it was just too much for them. They just wanted their coffee (dammit) and they wanted it now. No decisions, no debate. Just shut up and pour… please.
To make it easy on their brains, still numb from lack of java, I started suggesting my favorite drink – a caramel latte. And very soon, caramel lattes became our best seller.
So in your own business, what’s your caramel latte?
All those bottles of flavors on the back of the bar at your local coffeeshop remind me of what services you can do for your clients. Sure you can do them all, but you’d you sell more if you pick one that you push most. What flavor are you? What do you like to do most, that you know your clients will need and enjoy once they sample a taste of its brilliance? It’s a tough one, but it’s critical when it comes to your marketing messages.
What do you do really well that you “push” when it comes to your marketing? Offer too much and it confuses the audience. Offer one thing as your best – your specialty – and you clarify the message. Clarity means better marketing. And easier sales for you!
Be clear on who you are. Be authentic as you bring your message to your market.
And go ahead and order a caramel latte sometime. I know you’re going to love it!