Living the Brand: A Playbook for Creating and Sustaining a Brand-Centric Culture
In today's jam-packed, ever-changing marketplace, brands can’t just be solid on paper—they’ve got to walk the talk at every level. This playbook is your toolkit for creating a brand that's not only talked about but lived every single day by your team and loved by your customers. We’ll start with insights (think utilizing the right data and insights, but also applying those lightbulb moments so that we’re not driving ourselves into analysis paralysis - essentially know when to stop and don’t pitch past the sale), dive into strategy, unleash creativity, and keep the feedback loop buzzing. Oh, and don’t forget, brand governance and culture are like the secret sauce that keeps it all together.
Along the way, we’ll borrow some magic from Martina Lauchengco’s Loved and incorporate tried-and-true methodologies like “A-ha! So What? Now What?” to turn insights into action. Plus, we'll take a page from the Jobs-to-Be-Done (JTBD) framework to really nail down your brand’s value proposition. Ready? Let’s roll.
Start with Obsession: Insights, Consumer Data, and Personas
Let’s be clear—data is your best friend. But it’s not just about piling up numbers for the sake of it. It’s about finding the right data, the kind that makes those lightbulb moments happen. We're not here to drown in spreadsheets, but to zero in on insights that really matter. Here’s how to make that happen:
Insights Gathering: Forget just skimming the surface. Dive deep into the data that shows you the “why” behind customer behavior. But stay focused—no need for analysis paralysis here. You want the data that gives you clarity, not confusion.
A-ha! So What? Now What?: Use this framework to ensure your data is actionable:
A-ha!—That moment when you spot something unexpected in the data. It’s not just a cool stat, it’s an insight that gets you thinking.
So What?—Why does this matter to your brand? How does this insight change the way you see your customers?
Now What?—Take action. Use the insight to shape your strategy, creative, or next steps. Don’t let it sit in a report.
Voice of the Customer (VOC): Keep the feedback loop alive and well. Use real-time data to keep your finger on the pulse of customer perception and make agile adjustments.
Personas: Build personas that are data-driven and rooted in real behaviors. These aren’t hypothetical people; they’re grounded in the insights that matter most to your brand.
Strategy: Translating Insights into a Resonant Brand
With a stack of insights in hand, it’s time to shape your strategy. But remember, your brand strategy isn’t just for boardrooms—it’s got to make sense to your customers too.
Brand Essence: This is the heart and soul of your brand. It’s that thing that makes you, well, you. And no, you can’t just copy-paste someone else’s essence. Find your own.
JTBD Framework: Want to craft a value proposition that gets your customers nodding along? The JTBD approach is your secret weapon:
Functional Jobs: What real-world problem are you solving?
Emotional Jobs: How does your product make them feel? (Hint: no one says, “I feel great about average customer service.”)
Social Jobs: How does using your product make them look to others? (Because yes, people care about that.)
Messaging Hierarchy: Make sure your messaging isn’t all over the place. You need consistency but also a little wiggle room to adapt to different audiences and jobs.
Creative Execution: Bringing Strategy to Life
Now that you’ve got your strategy, it’s time to put it into action—and make it look good. Your creative execution is where all that strategic thinking shows up for the party.
Brand Voice and Visual Identity: Keep it consistent and recognizable. Your voice and visuals are like your brand’s signature—they should be instantly familiar (and a little bit irresistible).
Human-Centered Design: It’s all about empathy. Make sure your customer experience flows effortlessly—so they keep coming back for more.
Activation Across Touchpoints: Be everywhere your customer is—whether it’s digital, in-store, or even through a friendly chat with customer service. Consistency, meet omnipresence.
Testing, Learning, and Iterating: A Virtuous Cycle
Think of this stage as your brand’s gym routine—it’s all about testing what works and fine-tuning it over time.
Segmentation and Testing: Try different approaches with different groups. A/B testing is your BFF here—tinker, refine, repeat.
Real-Time Feedback Loops: Keep the data rolling in, and use the “A-ha! So What? Now What?” framework to make sense of it. Don’t wait six months to adjust when you can do it today.
Iterate for Continuous Improvement: Don’t get stuck in the “that’s the way we’ve always done it” trap. Brands that evolve stay relevant.
Brand Governance and Culture: Living the Brand Inside and Out
Now, the pièce de résistance—embedding the brand into your organization’s DNA. If your employees aren’t living and breathing the brand, your customers won’t either.
Brand Governance: No, it’s not about policing creativity. It’s about setting up smart guardrails to keep everyone on the same page as your brand evolves.
Empowering Culture: Your brand starts with leadership, but it’s lived by every single person in the company. When your employees understand how their role ties into the bigger brand picture, magic happens.
Internal Brand Champions: Find your internal brand cheerleaders—the people who’ll keep the brand energy alive and well.
Feedback Mechanisms: Listen to your employees as much as your customers. They’re the ones who make the brand real every day.
Conclusion: The Art and Science of Living the Brand
Building a brand that resonates isn’t just about clever campaigns or witty taglines. It’s about being smart with data, being human in execution, and staying agile as you learn and grow. When your brand is lived by everyone inside the organization, it becomes loved by the people outside.
By following this playbook, you’ll set the stage for a brand that’s always evolving, always improving, and always connected to the people who matter most—your customers.
Stay tuned for more in-depth articles on each section…