What's In A Brand?

It feels like there’s been a shift lately to people acknowledging branding. It used to be that a brand was simply a type of product manufactured by a company – a brand of underwear; Hane’s, a brand of soda; Pepsi. Marketing and design and product companies used the term incessantly, but the general public not so much. As a culture we are becoming savvy. We are realizing the importance of branding and marketing for all businesses. It’s not just a logo. It’s the colors you use, the voice of your communications, the emotions your materials evoke and above all it is the consistency of how it is presented, and it’s just one piece of the marketing puzzle.I was recently at a neighborhood function and friend who happens to be a consultant was talking about the process of developing “her brand”. Yes, it’s her logo on her materials and the development of her website, but it’s also the definition of her realm of expertise, her physical presentation at speaking events. It’s the consistency that she embodies at every point of contact. She is her brand.I have to admit that sometimes branding takes the fun out of it. It makes those really out there ideas still possible, but grounds them in some very rigid fundamentals. As a rule follower it’s very appealing. Nice to know the guardrails to operate in and to have a structure to apply for decision making.For some it’s about that initial definition of their brand and then making their marching orders. For companies that are established and looking for new growth it can be about seeing if they can stretch their brand to encompass more. In May McDonald’s shared that their line of salads contributes only 2-3% of US restaurant sales, while their dollar menu generates 13-14%. Is McDonald’s brand about healthy salads, or is it about inexpensive fast food? For them maybe salads just have to be part of the offerings, so they can say that they are trying to offer healthy alternatives - but it’s not really their brand, more of being on trend.Taco Bell is “rebranding” some of its meat offerings– menu choices with extra meat are now on their “Protein Power” menu. They are attempting to brand within their brand. Consumer research apparently guided this move – but for me it brings up more questions of is the protein really from meat, not leading me directly to the healthy connotations Taco Bell is touting. Does Protein Power mesh with the Taco Bell brand? Will Taco Bell customers want a healthier option? It will be interesting to see if the idea takes off nationwide.Start paying attention to how many times you read about, hear about and acknowledge branding in your world – I think you’ll be amazed.Do you have a brand you are working with and are you being consistent? Is the brand defined? How far can you take a brand and how fast can you take it there?But the real question I am left with - why am I so intrigued by fast food at the moment? I think I’ll go get a taco.-Blythe Carrillo