Ep 34. The One Trait That Defines All Winning Brands

In Part I of this conversation with branding expert Melody Belotte of Melody Belotte Media, the significance of an organization’s “personality” took center stage. The idea gets a in-depth treatment in this compelling continuation, including a meticulous breakdown of the traits that define brands in the mind of consumers. 

[1:31] Would You be Friends with Your Organization?
As outlined in Part I, the result of a successfully managed branding strategy is to connect with your clientele on a personal level. In order to do this, customers and prospects should be able to clearly recognize themselves in the persona of your brand. Building a personality archetype such as “explorer” or “caregiver” in the public mind ascribes an element of emotion to what would otherwise be just another company. The easiest way to do this is to understand what your company offers, and decide what type of person would offer it.

[3:02] Not So Easy
However, some of the most successful instances of brand building extend beyond the core competencies of an organization. Belotte points to insurance titan GEICO as a prominent example, with their lighthearted, comedic outreach defining the company as much as the product it markets. This represents an especially inspired departure from the expected, as a issues such as car accident and home repair rarely inspire positive emotions. However, by standing as a separate entity, the cheeky GEICO brand has earned ample public goodwill.

[8:28] Selling Dreams
As the old saying goes, “we don’t buy the steak, we buy the sizzle.” At the marketing level, companies do not sell their products, but the pleasing benefits of using them. A soap manufacturer does not market a combination of ingredients, but ideas such as beauty and freshness. Good health, popularity, and memories are other commonly marketed concepts, as people who value these will purchase them at any price. As a public facing organization, your most coveted product is always the opportunity for customers to indulge themselves.

[9:56] Brand Definition
The hallmark of a well-considered branding initiative is the ability to build on a central idea. When you understand your brand and your market, your logo, your colors, and other distinguishing elements begin to make themselves apparent. Every element of a branding campaign should speak to what your business offers and who they hope to serve. Although this is certainly simpler for larger, more established businesses with loyal client bases, it offers wide latitude for uniqueness in developing businesses.

[12:48] Melody Belotte, Herself
The branding guru’s approach to creating an image that sticks in the mind of prospects may be best expressed on her own website. Her About page speaks on her belief in the duality of her organizational brand and her personal brand, both of which have their own appeal. For example, although her company does not sell motorcycles, riding is a huge part of her life and customers can find commonality with her through her interest. In the end, branding is a way to stand out in a marketplace with ever more options…there are no small differences.

 

About Melody Belotte:

Website: http://melodybelotte.com/about-me/
LinkedIn: https://www.linkedin.com/in/melodybelotte/
Twitter: https://twitter.com/melodybelotte?lang=en
Instagram: https://www.instagram.com/melodybelotte/?hl=en

Connect with MindTeam Solutions:
Website: https://ca.linkedin.com/company/mindteamsolutions
Email: Info@MindTeamSolutions.com
LinkedIn: https://ca.linkedin.com/company/mindteamsolutions

Employee Engagement and Culture Change

Things like Diversity, Equity and Inclusion or Emotional Intelligence are more than trendy catchphrases or legalities.  When they become part of your culture, DEI and EI are the keys to your company’s growth, success and legacy.

  • Diversity, Equity and Inclusion (DEI) steps that strengthen your team and boost your bottom line
  • How do you harness…and hold onto…your team’s Emotional Intelligence?
  • How to have Tough Conversations with positive outcomes
  • Rethinking Assessments so they actually work for your team and your organization