Conceiving Larger Model Concepts | Branding Technique Insider
Plato's "Theory of Forms" or "Theory of Ideas" suggests that non-physical forms or ideas represent the essence of reality. In other words, before a thing exists, there is the idea of the thing.
Before a chair exists, the carpenter or designer has an idea of the chair, and although there can be thousands of chair designs with significant differences, anyone can identify the object as a chair anywhere.
This deals with the concept of universal ideas, also called classic forms or archetypes, the essential elements that people can easily identify and relate to over time and in any culture.
Why is that important? Because every company that wants to develop a brand bridge must first imagine the “idea of the brand”.
The idea of the brand comes first.
Starbucks strived to embody the key elements of the ideal coffee house, a concept that had been developed centuries before Starbucks, and transformed this idea and ideal into a modern business concept. In order to live up to its claim, Starbucks must recognize that it is an experience marketing that is a complex, conceptual vision of branding.
A simpler concept would focus on the brand name, logo, slogan and possibly some products, their packaging, and a sales and sales strategy that make up the brand's original visual identity. For many companies, the marketing game is about how to increase brand awareness and product distribution. This is branding 101, blah, blah.
More essential and more sophisticated brand ideas develop differently. They are based on a romantic ideal of what a brand could become that lies in the area of the larger and more ethereal “brand field”.
7 action questions
How should you think about your own organization and your brand bridge? Brands that have a clear vision in relation to the following questions can map new leverage points and identify effective strategies for building their brand bridge.
1. What is the brand field in your category?
2. What is a deep and personal response from customers?
3. In which category is your brand? (Coffee wasn't a big concern in the U.S. – a high-engagement category until Starbucks did it.)
4. How can the performance of your brand bridge be increased?
5. What do people outside your company think your brand stands for?
6. What could be your brand? Think of an ideal. Improve the category experience in a way no one else does.
7. Considering how all brands are positioned in your category, does a brand take on the emotional height? That is, if the product consumer experience is “as good as it gets”, is there a brand associated with that moment?
You can find these and other key ideas in my latest book, The Brand Bridge – How to Make a Deep Connection between Your Company, Your Brand, and Your Customers.
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