Everyone loves an Einstein quote; the words of the theoretical physicist with the electrifying white hair show up on everything from bumper stickers to T-shirts to artwork. His advice applies to many disciplines and circumstances; here are four times he gave us the best branding tips around.
“The important thing is not to stop questioning.
Curiosity has its own reason for existing.”
When you’re thinking of a rebrand or refresh, questioning is critical. Who is your audience—and has that audience evolved? What do you know now about your audience based on user or customer data? How are you truly different from your competitors? What are the adjectives that describe your company, service or product now—and what adjectives do you hope will come to mind after a rebrand? Keeping audience, differentiators and goal-worthy adjectives in mind will help you as you embark on a branding campaign.
“If you can’t explain it simply, you don’t understand it well enough.”
We’ve all heard of the elevator pitch: a way to give your spiel to a stranger in the time it takes to ride the elevator. There are those who would scoff at the idea, but understanding the “why” of your offering well enough to explain it that quickly is, essentially, at the heart of differentiation. And without differentiation, why would a potential lead engage with you/your company over the competition? Even if you’ve done a differentiation workshop in the past, times and brands change. It’s a good idea to take a fresh look at your elevator pitch once a year.
“Insanity: doing the same thing over and over again and expecting different results.”
Process and templates help ensure brands stay cohesive, but there’s danger of becoming stuck in a brand rut and achieving similar results year after year. Is it time to take a look at different branding strategies that might make a difference? Instead of investing dollars into the passive experience of outdoor advertising, consider opting for a more immersive experience, as brands like Glade, Land O’Lakes and others are doing by building museums. Or reallocate “push” strategies like digital advertising to “pull” strategies like content marketing or user-generated experiences.
“Anyone who has never made a mistake has never tried anything new.”
Dyson vacuums, Nintendo, bubble wrap and many more products were all born out of failure. When it comes to brands, trying something new can be a daunting task, particularly when there isn’t budget to do a lot of focus group testing before launch or rollout. That’s where social media becomes a brand’s best friend. Using a survey tool like Survey Monkey, Checkbox Survey or GetFeedback, combined with targeted ads on Facebook to drive participation, brands can test out new concepts, messages and imagery more quickly and cost-effectively.
Whatever the stage of your rebrand or refresh, bringing in a third party agency or consultant to help question, explain, message, set strategy and push the envelope can make the process more efficient and effective.