Brandhabits.net by Andy Wright
A few weeks ago I met Andy Wright (@adwrighty) during #blogchat. After we exchanged a bit of conversation, I asked him to do a guest post to explain how his blog—Brandhabits—came about. Wright’s post is below, a great explanation of the fundamentals of brand and brand habits.
When brainstorming the name for my blog, I wanted to capture a sentiment that I’ve always believed in. Successful brands rely on customers that unconditionally choose them again and again. These brands employ strategies that have become best practice, are in some cases innovative and in some cases common sense.
The concept of Brandhabits came from the fact that they execute strategy consistently – almost out of habit. As a result, their customers choose them consistently – almost out of habit.
So what are successful Brandhabits?
It’s important to note there are no right or wrong answers here, just examples. What works for one brand, might not work for another due to a variety of market conditions. Successful marketers will determine what’s appropriate. Some are common sense, some arise from the adaptation to new trends in media, society and businesses. Some are obvious, in hindsight. But, in general I believe they’re based on the following 4 principals.
Stakeholder habits:
Place the stakeholder at the heart of strategy. Use customers, employees and other stakeholders as an evaluative measure as well as an inspiration for new ideas. This doesn’t necessarily mean that all decisions are made by researched consensus, but that marketers understand their customers and their potential expectations and desires. Southwest Airlines is a good example of a brand that executes these habits well. Employees are especially paramount in galvanising a successful brand.
These brands engage with their customers through channels convenient to their behaviour. Mass, broadcast media may of course still be relevant, but the relationship is multi-faceted and extends much deeper. Connection through loyalty programmes, customer service through social media, rewarding face to face experiences are all ways that these brands deliver increased value for the customer as well as the bottom line. Innocent Drinks can be seen as a good example inviting consumers to their AGM, having low employee turnover and involving customers in new product brainstorming.
Innovation habits:
Brands with good Brandhabits don’t stand still. They don’t rest on their laurels and admire the view from their market leading position. They’re on the look out for the next big thing. Sometimes innovation is common sense. It doesn’t have to be technologically driven, it doesn’t have to be a new product (of course it can be). But ultimately, it’s the recognition that a need can be fulfilled better, altering a dynamic in the market giving that brand a significant advantage. Examples include, Tivo, Amazon, Toyota.
Cultural habits:
Fit into culture with a relevant, authentic and genuine brand story. Brands that successfully find their place in culture can be owned by their customers. They connect with the desires that a culture breeds. These aren’t necessarily the cultural markers painted by media, but the cultural undertones that characterise a community. These brands can associate, engage and empower these communities fulfilling what often comes back to basic human desires. Look at the famous example of Mountain Dew for a good case study. However, if Mountain Dew was to be a truly great brand it would have traversed the cultural shifts that have now seen it overtaken and less relevant. I’d like to see Threadless emerge as a true cultural brand, but I think American Apparel is a great example to include here.
Accountable habits:
Successful brands are accountable for their actions. They respond to consumer questions and feedback, they’re not too precious, they take responsibility for the society they operate in, they’re good corporate citizens.
Good brands and marketers are accountable for their investment. We’re now in an age where the old adage of “I know half of my marketing is working, but I don’t know which half” should be extinct. Data solutions, econometric models and the evolution of online media has given marketers incredible transparency to evaluate investment in their brands.
Those companies using SBR (Scan/stock based replenishment) solutions, Google Ad Words and Analytics, and brand valuation tools to name a few have a distinct advantage over their competitors. They can make decisions based on up to the minute data and continually refine their products, communication and channel mix. Marketer’s should be included as examples here, but brands include World Vision, Ben & Jerry’s and Dell – who’s direct response model has been successful for a long time.
Ultimately, habits become second nature. They’re subconscious. They’re the fundamentals that define who we are and how we’re different. Brandhabits are the fundamentals that define a brand, its sustainability and the day to day practices that bring it to life.
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Andy Wrighty is a Marketing Director who is passionate about brand, marketing, innovation, online and design trends. He blogs at Brandhabits.net
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