Branding YOU Better! – Susan Newman Lerer

When it comes to gaining that all-important “like-trust” factor from the public, is your company or organization on the right track?

In a post from 2010, “Should BP change their flowery Logo now?” we discussed how a horrific event can change the public’s perception of a brand. Once a customer is turned off, it’s a really tough sell to win them back.

Today, I’d like to focus on a few brands that are warming our hearts by doing it right.

There was a terrible 5-alarm fire this past week at the Avalon in Edgewater NJ. Luckily, all 1000 residents escaped but most are now displaced and the first thing that came to my mind was the responders. Policemen, Firemen, and The Red Cross. Yes, it’s the Red Cross that is right there every time, helping those in need, doing exactly what we hope and expect them to do. Whereas the builders, inspection and construction workers, that I hope, is to be investigated.

“The Red Cross responds to approximately 70,000 disasters in the United States every year, ranging from home fires that affect a single family to hurricanes that affect tens of thousands, to earthquakes that impact millions. In these events, the Red Cross provides shelter, food, health and mental health services to help families and entire communities get back on their feet. Although the Red Cross is not a government agency, it is an essential part of the response when disaster strikes. We work in partnership with other agencies and organizations that provide services to disaster victims.”

Tom’s Shoes (and Toms Eyewear, etc). What is more satisfying than knowing you are helping another somewhere in the world, less fortunate than yourself?

The Tom’s brand is a terrific one-for-one in need campaign. I’ve bought Tom’s shoes and was so pleased to know another pair was off to someone for free, that needed them. In their advertising, email marketing and online presence, they stay on message, and are completing their mission, one customer at a time. Plus, you know it’s working well when the company expands.

Below are some of their visual branding and campaign:
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The last example is an older campaign but one that is so strong. Dove and the real women beauty campaign. Dove took a bold step and used models who look more like the audience they wanted to reach, real women and girls. Giving us a real way to picture ourselves and started a movement talking about how everyone is beautiful. This is so important especially for young girls growing up and wondering how they can be successful in life without starving themselves and having to fit into size double 0.

Below are some of the branding, online presence and images.
[portfolio_slideshow id=5130]
 
This is really powerful video showing just how women see themselves and not how others do through a sketch artist listening and not seeing them. Why do we focus on the negatives, all the things we think others see or care about.

What this shows is that all brands have to be about the why. If you aren’t sure what your why is, how can others follow or join in? Be clear in why you are doing what you are doing, present it with clarity, and the public will believe in you.

Need help uncovering your “big why?” Email Susan for a strategy session!

• ← Clarity. Action. Reevaluate.
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