In this economy, no matter how well I am doing financially when I shop I shop for bargains. On everything. The exceptions being, cheese and chocolate–sometimes you just get what you pay for and cheese and chocolate are worth paying for. My kids on the other hand are seriously brand conscious. Although I never realized just how much until I took them to Las Vegas for the first time.
My boys were about 3 and 4 and by the time we got settled into our room on the very top floor of a tall hotel, it was already dark. So we held them up to look out the window at the busy street below (No not Michael Jackson style. We kept the window closed.) A string of car headlights could be seen on the strip below, flashing signs advertised the latest entertainment, and everything for miles and miles was a glittery, sparkling blur.
We held them up to look at all the excitement and my 4-year -old exclaimed “There’s ‘donolds!” Yup Internet, among the glitzy signs with half-naked ladies, the neon “Loosest slots” signs and the mega casino markers, there were the McDonald’s golden arches in all their Vegas-style flashy neon glory.
The iconic marker was a tiny blip among all the flashing going on. I never would’ve picked it out of all that. Then again, I’m not 4 years old.
Brand-names beat our generic unless you are a bargain shopper
I don’t want to go on about the McDonald’s story and how they became the mega behemoth burger barn they are but there is a lesson about branding here. Unless you are a bargain shopper brands will always win out over generic. If passing through an unknown town with only two burger options–a McDonald’s offering a product you know and trust (don’t start about the meat or product sourcing, I’m trying to make a point here) and some unknown joint with a rickety storefront and a product that you’ve never tried before and seems somewhat questionable–you will go with the McDonald’s.
That is unless you are one of those thrifty moms who made homemade burgers with Wonder Bread like my mom did–and apparently Eddie Murphy’s mom too if you ever saw his show Raw.
The mystery burger joint may not be generic but McDonald’s has the brand recognition. Brand recognition will give you a boost over other brands whether they are generic or not.
And finally the point: You are generic
I digress as ususal. My point is you can win the branding game in two ways. Stand out among the generic brands by not being generic. Second, stand out among all of your competition by creating kick-ass brand recognition.
So many people start a business and want to appeal to everyone, so they make it generic. They have a squeaky clean website layout–probably a template–they use a “professional” tone, they use “professional” colors and they think this package makes them look successful and “professional.” Maybe, but it doesn’t set you apart. That’s what branding is all about.
When I was a kid and generic brands first started becoming available they were packaged in nondescript packaging with solid bold letters that explained what it was: BREAD. There was nothing fancy about it. Sure people bought generic because it was cheap but Kraft or Kellogg brands just stood out.
If you’ve got a great, quality product, don’t be afraid to stand out from the pack. Forget someone else’s perception of “professional.” Create a brand that represents who you are and what your company is all about. If your service or product is quality that stand-out brand will gain recognition and grow.