Hey, if people can call golf a sport, then I can call branding the same thing.
Oh man, I’m gonna get letters…
<h2>What’s your greatest fear?</h2>
Aside from drowning, burning to death, and being attacked by rabid spider monkeys, I have an odd fear I fight every day: boredom. Yes, I legitimately fear boredom, and have no idea why. I can’t think of a time when I went nuts from sitting on my ass for a week straight, or was forced to watch old Walker: Texas Ranger reruns for hours on end. I just know being bored scares the crap outta me.
While I don’t know why I fear boredom, I do know what I do to keep it at bay:
Say ridiculous things like, “I’m King Dave of Ann Arbor.”
Do ridiculous things – just because I can.
Those things all alleviate my boredom through sheer entertainment value. I have fun with all of them. And, like many things that are a blast, it’s always more fun to do them with other people. For the purposes of this post, let’s focus on “compete.” If you work with us, after all, you’ll get a front row seat to the other two.
Ladies and gentlemen, branding’s a team sport. In team sports, like any other sport, you have winners and you have losers. And, just like any other sport, successful branding is all in the preparation.
<h2>Know thy self, know thy enemy…</h2>
That’s right, I just went from Yogi Berra to Sun Tzu! The full quote is, “Know thy self, know thy enemy. A thousand battles, a thousand victories.” I brought up Sun Tzu to lead in to this part of the show – err, blog post: the competitive analysis part!
Like coaches study film of the opposing team to prepare for game day, so too must the branders study their clients’ competitors. Coaches and branders study the competition to determine their strengths, weaknesses, and personalities – and then use that information to exploit said competition.
<h2>So, how is branding a team sport?</h2>
After analyzing the competition, the branders – coaches – teach the clients – players – about executing the game plan. The clients can now articulate their whys, their focuses and their differentiators. The branders then use the analysis to come up with logos, slogans, layouts, and everything else the clients need to play in their chosen category with surgical precision! The branders and the clients build a perfect relationship, where neither is more important than the other, where they continually build up to be a dominant force, striving all the while to form the best possible team.
Ladies and gentlemen, the best team wins. And in the game of branding, the other teams may as well not even try.
Thanks for reading my zany metaphor, and as always…