Corporate & Consumer Branding

The Gecko for Geico Insurance, USA. The TV campaign featuring this little amphibian focuses on his relationship with the audience: He saves you money.

A vital aspect of corporate and consumer branding is building relationships, strong and lasting relationships with relevant target audiences. So while you define a visual identity, and create a distinctive personality for the brand, don't forget to shape the nature of the relationships the brand has with customers and others.

Here are some questions to help you do just that.

What does the brand do for the buyer, the customer?

What can the brand do besides sell and service?

What are the deeper psychological benefits to the buyer?

How does the brand behave towards other people, other groups, other organizations? Does it support good causes? Is it active in global issues, such as climate change, pollution or health?

If appropriate, if you are working with a brand with a negative image, then describe the relationship in terms of where it is now and where you want it to be. Write the description in a paragraph, as you would describe a human relationship.

#1: Express the relationship in a paragraph. Examples:

- Indomie Noodles. Most importantly, she provides nutritious and delicious meals at an affordable price. She's a fast cook. Plus, you can rely on her for good recipe ideas. And if you're feeling a little low, she'll be there with a warm dish of noodles, and a loving smile.

- Citibank. He gives you excellent financial advice, for free, on a wide range of financial matters: investments, credit cards, checking accounts. The key to the relationship is that he has your best interest at heart. He's not trying to "sell" you something so he can make a quick profit.

- Apple computers. He's cool and stylish, and by being with him, you're cool and stylish too. He makes you feel comfortable -- you're never intimidated by his technological sophistication. But most of all, his simple way of explaining makes it easy to learn and use a computer.

#2 Express every single beneficial aspect of the relationship in a single statement. Let's use Apple as an example:

Q: What makes this brand different from competitors?
A: One is that Apple will help you learn the OS and has local retail locations where you can learn free. Two is that ....

Q: Does this brand reduce psychological tension? If so, what?
A: One is that there have been so many problems with the Windows Vista that many are worried about continuing with a PC platform. Two is that ....

Q: Does this brand solve a consumer problem?
A: Problem: People are concerned about complex set-up issues, even viruses, with PCs. Solution: Simple-to-use Apple.

Q: What benefits does this product or service deliver to buyers?
A: One, the design is cool, and reflects the buyers good taste. Two, Macs can do a lot of creative things easily, such as make hard-copy photo books with iPhoto and help you learn to make music with GarageBand.

The statements can be your "value propositions" or "brand benefits." Use them in your ads.

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