Nooks and crannies

Now we know a few key facts about millennials, but it is also key to fully understand your brand to engage them. What image is it projecting? How would consumers describe it? As they say, you only get one chance to make a first impression (or a handful depending on how efficiently your messaging is breaking through the clutter.)

My first memory about a specific brand occurs around the tender age of five. The grocery store-brand English muffins provided at my daycare did not rise to the occasion. In my mind, if they weren’t Thomas’, they weren’t English muffins. My loyalty lay so deep that I even took to hiding my ‘breakfast’ in the bottom of my backpack after getting on the school bus - only to dispose of the meal upon arrival at school each morning (and sometimes less frequently – sorry Mom and Dad.) 

 Starting them young!

How’s that for brand loyalty? Unusual for a small child? Perhaps, but a study released in April 2010 by researchers at the University of Michigan and the University of Wisconsin-Madison indicates that not only can preschoolers (ages 3-5) recognize brand names, but that they also make judgments based on those brand associations (Dell'Antonia, 2010, para. 1). Some of the associations they made with the brands ranged from "McDonald’s has a playground so you can play there and everyone likes you” to “he won't have any friends because nobody wants to eat burgers all the time.” (msnbc.com, 2010, para. 17)

Putting any potential ethical questions regarding marketing to children aside, when (future) consumers begin forming opinions about your brand so early on, it’s critical to have a handle on your brand’s essence – its' certain je ne sais quoi – and to capture and communicate it effectively.

You must understand the ‘nooks and crannies’ of your target audience (please forgive me for the play on words.) Kirk Phillips, a principal at Conrad I Phillips I Vutech, posted a list of the 9 criteria for brand essence on his blog brandSTROKE. Here are just a few I wanted to highlight:

"Intangible One is no more independent on a Harley-Davidson motorcycle than another brand, but somehow one feels like it. Tap into what the consumer feels." (Phillips, 2009)

This is the element of je ne sais quoi. What emotions does your brand evoke? While it can be difficult to summarize those intangibles, you must narrow your focus. A great example is the Walt Disney Company’s vision statement – “To make people happy.” Although lengthy in terms of describing the essence, it is simple, straight and to the point and captures the heart of their business. 

"Unique The essence of a brand is how it is different from competitors in the same category. E.g., if Apple (and its products) are friendly and approachable, then it is claiming that its competitors are not." (Phillips, 2009)

"Experiential The essence captures what the consumer feels during an experience with the brand. E.g., “Driving a Volvo makes me feel that my family is safe.” (Phillips, 2009)

This one should come relatively easily if you understand the qualities of your brand and target consumer. Are you a ‘Mac’ or a ‘PC’? What is it that keeps Apple devotees lining up again and again to be the very first to have each new product? And perhaps more importantly, as a consumer how does that designation make you feel?  

"Authentic The essence must be credible or the brand will be rejected. To find out what consumers believe about your brand, ask them. It’s okay for the brand essence to be aspirational, but only if your customers believe you can deliver on the promise." (Phillips, 2009)

"Sustainable A brand’s essence is baked in. It doesn’t change. Ever." (Phillips, 2009)

Just like those nooks and crannies (last time, I promise) – if Thomas’ creative ever went in an edgier direction it would be difficult for me to swallow because I’ve personally always identified the brand with family. As my Media Management professor, Dr. Matthew Eastin states “all advertising starts and ends with the audience.” As you are evaluating your brand essence, keep your target top of mind to ensure you don’t miss the mark. 

If you are interested in learning more about brand essence, Kirk shared a fantastic slide deck on the topic via the brandSTROKE site, and it is also available to download via SlideShare.

---

Dell'Antonia, K.J. (2010, April 3). Preschoolers know all about brands. Retrieved   
     August 30, 2011 from http://www.slate.com/id/2248986/pagenum/all/#p2

msnbc.com (2010, March 9) Even a 3-year-old knows brands. Retrieved August 30, 
     2011 from http://www.msnbc.msn.com/id/35780830/ns/health-behavior/t/even--year-old-knows-brands/#.Tn0Jck8ihC5

Phillips, K. (2009, February 9). 9 criteria for brand essence. Retrieved August 30, 2011   
    from http://www.brandstoke.com/index.php/2009/02/09/9-criteria-for-brand-essence/