9 Takeaways from ‘The Brand Gap’ by Marty Neumeier
🪑Yesterday my boyfriend and I met the curator-owner of a local mid-century modern furniture shop called the Sixty Forties (a.k.a. The 60/40s) here in Fort Wayne.
It's a small footprint packed tightly yet intentionally with high-quality pieces rescued from thrift shops, antique malls and online sellers.
As the three of us talked, we touched on the nuance between branding and marketing, and how components of each naturally influence how he merchandises his shop.
He was a pro skateboarder in his younger years, and even worked in marketing for the VF Corporation headquarters in California – the parent company of VANS, The North Face and other well-known brands.
Before we knew it, he handed us a small slip of paper. On it was written "The Brand Gap".
"Find this, and take a couple hours to read it. It changed my perspective on branding and marketing. I mean, who am I to gatekeep? It's out there for free. I think you guys might get something out of it."
☕With my coffee on this snowy Sunday morning, I happily ingested this minimalist guide to branding, noting my top takeaways businesses and organizations can put to use today.
Here they are, in order of lightbulb moments:
See Your Brand as a Community
As evolved as we are, humans are still primal beings; we like being together and gathering around shared interests. That's why brand influence is so powerful.
Focus. Focus. Focus.
Without laser-pointed direction, most brands will fail to connect with their target audiences in the long run. Get clear on what you do and the value you provide as a brand, business or organization.
Collaboration = Magic
Include voices and perspectives from each level of your org in the brand development process - even if it feels scary. Otherwise, you may miss out on the big picture of what makes your brand special and memorable.
Scare Yourself More
The best ideas will scare the hell out of you. And that's a good thing! Break barriers, push boundaries and foster creative innovation in your organization.
Get It Together
Without direction, you won't get results. And without execution, your strategy means nothing. Marry the analytical (left brain) with the creative (right brain) for long-term success.
Say Less
Give your audience EXACTLY what they want, without the fluff. Brevity keeps eyes on your brand. Longwinded messages are guaranteed to lose those coveted eyeballs.
Audit Your Brand "Cheap, Quick and Dirty"
Focus groups and quant studies are dead. Do simple swap tests to determine whether your brand's voice, image and concept are distinctly your own, or if they can be easily mistaken for another.
Brands Are Like People
If a person can change their appearance without risking integrity and character, why can't a brand? Instead of controlling the look and feel of your brand, think about influencing the character of your brand over time.
Give It a Long Life
Say you've done all the above. How do you maintain your business' competitive advantage? Neumeier recommends creating a virtuous circle of effort that continuously: differentiates, collaborates, innovates, validates and cultivates your brand and its messaging over time. That's where you'll find sustainable growth.
If you find this helpful, you’ll like my other posts on the RBS blog.
Thanks for visiting!
Until next time,
Manda
