Prefer to watch and listen? I got you!
Today, we will be talking about the book "The Brand Gap" by Marty Neumeier. This book is all about successful brand building, which is an essential part of consumers' lives.
So, the main ideas revolve around differentiation, collaboration, innovation, validation, and cultivation. Let's get started!
We dive into this book by talking about a brand - it is all about a person's gut feeling about the brand. It is what they say the brand is, instead of you. We also touch on trust and how much it impacts buying decisions. It is essential when the consumer's experience is consistent or has improved, thereby creating trust, and it is the bread and butter of branding.
"The Brand Gap" is all about strategy and creativity working hand in hand. When there is a difference between strategy and creativity, the brand gap is created.
This chapter opens up with the three questions of who you are, what you do, and why it matters. Many find it difficult to answer all three. When you cannot answer all three with a compelling answer, it means you don't have a brand. The question of why your brand matters is all about differentiation.
Differentiation in marketing has shifted from what the product does, for example, its features, to who you are when using this product, which is impacted by brand personality and brand perception.
If you cannot be the number one or two brand, it is time to go into a different sector and redefine this space.
There is an unpopular theme of brands offering a lot and being a generalist brand. However, a brand that specializes in something is more likely to be successful. This is because a lot of the time, a generalist is like a jack of all trades and a master of none. That's why consumers turn to specialist brands, aka the master in their given field, and this field is determined by the community.
But the most important aspect of this chapter is placing left-brainers and right-brainers together in the team, connecting the gap between creativity and strategy.
What is Branding? | The Brand Gap by Marty Neumeier Book Review
The idea of innovation is when everyone zigs, zag. And you know your idea is innovative when it scares the hell out of you!
It is important not to forget about research! Use focus groups to FOCUS the research and not be the research. Use qualitative research for breakthroughs.
It is important to remember that consumers don't know what is possible. It is popular if we had asked the public what they want; they would say faster horses.
A brand is not about consistency, but evolution. You gotta shift and realign your brand, but not the main core message, as then you will look like a hypocrite. It is also important to know every person in the business is a reflection of the business. Every experience with the brand is a reflection of the brand, which can damage credibility. But also know like people can change their clothes to the occasion, brands can too! Appearing in different spaces differently but again never losing the core message.
Finally, my favorite quote of this chapter is, "No decision should be made without asking, will it help or hurt the brand?"
In conclusion, "The Brand Gap" by Marty Neumeier provides valuable insights into successful brand building. The book emphasizes the importance of differentiation, collaboration, innovation, validation, and cultivation. By understanding these concepts, brands can create unique identities, specialize in their field, innovate to stand out, validate through research, and cultivate their brand over time. Applying these principles can lead to long-term success and meaningful connections with consumers.
So if you are still feeling stuck with brand strategy I'm here to help! Let's chat now!
Thanks for reading!
Kami x
