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Introduction
Denise Lee Yohn’s book “What Great Brands Do” delves into the principles and practices that differentiate successful brands from their less successful counterparts. By illustrating these concepts with numerous real-life examples, Yohn provides actionable insights for companies aiming to elevate their brand status. This summary explores the seven brand-building principles she outlines, along with concrete examples and specific actions for implementation.
1. Great Brands Start Inside
Principle
Successful brands are not created through external marketing alone; they start inside the organization with clear values and beliefs that permeate the entire company.
Examples
- Zappos: Zappos is renowned for its company culture focused on delivering exceptional customer service. The brand’s culture is deeply ingrained in its employees through rigorous training programs and a strong emphasis on company values.
- Southwest Airlines: The airline focuses on employee satisfaction and empowerment, which translates into superior customer service and a distinct brand identity.
Actions
- Define Core Values: Clearly articulate your company’s core values and ensure that every employee understands and adheres to them.
- Internal Branding Programs: Develop programs that keep employees engaged and aligned with the brand’s mission.
- Consistent Training: Conduct ongoing training sessions to instill brand culture across all levels of the organization.
2. Great Brands Avoid Selling Products
Principle
Great brands focus on creating emotional connections and fulfilling a larger purpose rather than simply selling products.
Examples
- Apple: Apple doesn’t just sell electronics; it sells a way of life and an identity. The focus is on innovation, creativity, and a seamless user experience.
- Nike: Nike transcends the sale of sportswear by focusing on its mission to inspire and innovate for athletes.
Actions
- Identify Purpose: Identify and commit to a purpose that goes beyond your products or services.
- Emotional Engagement: Create marketing strategies that emphasize emotional engagement over product features.
- Customer-Centric Approach: Focus on understanding and addressing customer needs and aspirations rather than just pushing products.
3. Great Brands Ignore Trends
Principle
Instead of chasing market trends, great brands focus on staying true to their core values and creating enduring relevance.
Examples
- In-N-Out Burger: The fast-food chain has maintained a simple menu and traditional business model for decades, which has earned it a loyal customer base.
- Trader Joe’s: Trader Joe’s prioritizes product quality and unique offerings over following industry trends.
Actions
- Value Consistency: Remain consistent with your brand values, even if they are not currently trendy.
- Long-Term Vision: Develop a long-term vision that guides your brand strategy instead of short-term trends.
- Selective Adaptation: Adapt selectively to changes in the market, ensuring that any adjustments align with your core values.
4. Great Brands Sweat the Small Stuff
Principle
Attention to detail in every aspect of the customer experience is crucial for building a strong brand.
Examples
- Disney: From their theme parks to customer service, Disney pays meticulous attention to every detail to create a magical experience.
- Starbucks: Starbucks focuses on creating a consistent and high-quality customer experience, from the ambiance of the stores to the quality of the coffee.
Actions
- Customer Journey Mapping: Map out the entire customer journey to identify and perfect every touchpoint.
- Quality Assurance: Implement rigorous quality assurance systems to ensure excellence in all aspects of your operations.
- Feedback Mechanisms: Establish robust mechanisms to gather and act on customer feedback.
5. Great Brands Commit and Stay Committed
Principle
Commitment to brand values, customer experience, and long-term goals is essential for sustained success.
Examples
- Patagonia: The outdoor apparel company is committed to environmental sustainability, even at the cost of short-term profits.
- Amazon: Amazon’s relentless focus on customer obsession has remained unchanged since its inception.
Actions
- Strengthen Commitments: Clearly communicate your commitments internally and externally.
- Measure Alignment: Regularly measure and ensure that all business practices align with your commitments.
- Leadership Support: Ensure that leadership demonstrates commitment through actions and decisions.
6. Great Brands Never Have to ‘Give Back’
Principle
Successful brands integrate social responsibility into their business model rather than treating it as an afterthought or marketing gimmick.
Examples
- Whole Foods: The grocery chain supports sustainable agriculture and ethical sourcing, practices that are integral to its brand identity.
- Warby Parker: The eyewear company has a buy-one-give-one model that is directly tied to its business operations.
Actions
- Integrate CSR: Integrate corporate social responsibility into your core business strategy.
- Communicate Impact: Transparently communicate the impact of your social responsibility initiatives to stakeholders.
- Authenticity: Ensure that your CSR activities are authentic and not just for PR purposes.
7. Great Brands Avoid Being Siloed
Principle
Brand-building efforts must be integrated across all functions and departments of the organization.
Examples
- Google: Google maintains a unified brand strategy across its diverse range of products and services.
- Coca-Cola: The company ensures that its brand message is consistent across marketing, operations, and customer service globally.
Actions
- Cross-Functional Collaboration: Foster collaboration across different departments to ensure a unified brand strategy.
- Integrated Marketing: Develop marketing campaigns that integrate input and execution from various functional areas.
- Consistent Messaging: Ensure that all departments communicate consistent brand messages internally and externally.
Conclusion
Denise Lee Yohn’s “What Great Brands Do” provides a comprehensive guide to building and sustaining a powerful brand. By adhering to these seven principles, organizations can cultivate a brand that not only stands out in the marketplace but also creates lasting emotional connections with customers. The key lies in internalizing these values within the company’s culture, maintaining consistency, and focusing on the larger purpose that resonates with both employees and customers.