What is a great brand, really?
The expected answer would be, "Examples of great brands are Coca-Cola, Apple, Starbucks, etc." Yes, those are great brands, but they just happen to be sexy brands as well. Every brand doesn't have to be sexy in order to be great.
So how should we define a great brand? What an organization aspires to be = How people view the organization
That's such a simple equation, but so hard to achieve. And you don't have to be an Apple or a Coca-Cola in order to achieve it. One of my favorite brands when put through this equation is QuikTrip: the convenience store and fuel station. QuikTrip is located in only nine states, so if you've never been to a QuikTrip, or QT, you're missing out. If there ever was a company that lived up to its name, it's QuikTrip. Of all the retail stores I've ever been in, I've never seen people working behind a register check customers out faster, or even half as fast, as the folks at QT. And they do it all with a great attitude, something else very rarely seen in convenience stores.
The headline on their website reads "QuikTrip is more than just another convenience store or fuel stop. It's like a family. From fresh products to fresh smiles, we're here just for you." I've read many similar headlines from other companies but the experience I have with them falls far short of that story. Not with QT. What they say = what I experience = what I tell others.
I'd love to hear your examples of great brands when thought through this definition of what makes a great brand. Remember, it can be a company that many would know or your neighborhood coffee shop or dry cleaners.
Leave your examples in the comments section.
3 Comments
"Here's a great brand "If/Then" equation: =if(What they say=what I experience, I will tell others about my positive experience, I will find another brand)"
- austinklee
"Totally agree with this post. In my circle it's always about the look. But there is just so much missing with that brand. Very few people walk away saying well that is the coolest logo I've seen in awhile.
Love, love, love QT."
- JC
"Two greats: Adult Swim and IKEA. Simply put, the experience matches the packaging. The branding talent shows particularly in these two examples because they leveraged what can easily be perceived as negatives into their iconic identities. Adult Swim= crass or inappropriate content; IKEA= cheap home furnishings (that others can likely identify as IKEAn). Instead of trying to hide those characteristics or limit themselves to small niche audiences, both brands come out swinging, understanding that honest delivery on expectations has more longevity than mesmerizing with smoke and mirrors. Even more intriguing in my opinion, although less conducive to discussion, is personal branding. We don't normally call it what it is, but it's essentially the same as product or corporate efforts... The individuals who can be "taglined" by their peers and agree with those observations are doing a great job presenting their brand personalities, whether intentional or not."
- Rebekah