Beyond the Logo: How Effective Branding Can Connect Company and Consumer

     The golden arches in McDonald's, the "have it your way" slogan for Burger King and the "always" promise from Walmart, have stood the test of time by industry standards. Why have these multibillion dollar companies and others such as Starbucks, Famous Amos, Ford Motor Company and KFC thrived? I believe it's because of their branding, and a continual commitment to pleasing customers.

Somehow, these companies have found the magic formula to remaining viable when so many others have flatlined. These companies have learned the power of placing value and passion behind their brands, while establishing trust with consumers at the same time. You and I both know the above mentioned companies aren't going anywhere, anytime soon, as they will continue to produce quality goods and services that are personalized to each customer.

According to Forbes.com, in order for a brand to be successful, one has to be passionate about it. The person and/or company has to be the brand's "biggest cheerleader" -- connecting with investors who are knowledgeable about the brand, knowing what the specific strengths and weaknesses are concerning the business, and practicing philanthropy. All of these concepts help to establish a brand.

     In his 2012 video, marketer Tim Leberecht says one's brand is "what other people say about you when you're not in the room."

Did you hear that? Your brand is what other people think about you when you're not even present.

What do you want others to say about you and/or your company?

A personal brand should reflect your interest and what you desire to portray or convey to your intended audience. A brand must have meaning. You, as a brand, must not be afraid to be different. Don't be afraid to "stand out" and break the mold.

                 

According to a recent article published by Business Insider online, author Nance Rosen says this about personal branding:

"A personal brand is the reputation and image that you intentionally create, manage and communicate about, in a way that an audience finds engaging." Rosen goes on to say that brands should be "clear, consistent, and compelling."

  Known for its crispy, golden fries and the Big Mac, McDonald's heralds itself as the "world's largest hamburger fast food chain." With nearly 40,000 restaurants and retailers in "more than 100 countries," the food giant claims to serve more than 70 million people daily!

I'm sure you can remember running rampant as a child in the PlayPlace or having to choose (with anguish) between a cheeseburger or chicken McNugget Happy Meal! Oh, the memories! I still remember the commercials featuring Ronald McDonald or the Hamburglar (who by the way, was wanted by police), and children and parents smiling together. There was never a sad commercial.

Every time I saw a commercial, I wanted to go to McDonald's -- no matter if I'd already eaten! This is the marketing angle that I think McDonald's wanted to convey that still holds true: "We are all about families eating a meal together and enjoying one another's company."

 

      
     As McDonald's' menu has continued to expand and evolve -- offering healthier food choices and diversified items, media campaigns have also changed to include more minorities and other demographics in them. One additional positive, is the brand's commitment to serving the community through its Ronald McDonald House Charities. Through donations, the company provides a temporary "home-away-from-home" for children, who are stricken with disease, and their parents. The RMHC's mission is to keep families together and aid them while they endure the tough, painful processes of healing and treatment (http://www.rmhc.org/).


     As I've mentioned before, companies are only as successful as their customer base. Think about it, if no one is purchasing your product or using your service, you won't be in business right? With that being said, it is absolutely imperative for companies to continuously strive to connect with their customers and encourage their feedback. Feedback -- whether negative or positive -- will make, or break, a company in the long run.
                                                    

     One way that companies can gain feedback is through Social Media. Social Media is advantageous to a company's branding, in that it allows companies to have a two-way conversation with consumers and important stakeholders, in real time. The RMHC's website, as well as McDonald's corporate website, allows visitors to contribute to the company's corporate and community initiatives by writing personal blogs, leaving comments on the web pages, reading RMHC success stories, and sharing personal stories of the McDonald's experience. This interactive involvement allows McDonald's to see what it's doing right and what it's doing wrong as it pertains to its customers.

     In their 2011 article, Keeping up with the Digital Age: How the American Red Cross uses Social Media to Build Relations, authors Rowena Briones, Beth Kuch, Brooke Liu, and Yan Jin, state that Social Media Sites can aid an organization in building lasting relationships with its "publics" and those with vested interests (stakeholders). In addition, organizations should use Social Media to the fullest extent, to continue to encourage effective communication between the company and the public.

Researchers suggest that the form of communication known as "organization-public relationship" or OPR, is only successful when the relationship between company and consumer are mutually beneficial. Conversation and feedback can not be one-sided. Additionally, both the consumer and company must be open minded in order to establish trust and credibility from both sides.  Researchers J. A. Ledingham and Bruning state that the company and consumer should be "interdependent" and the actions reflected in the OPR can "impact the economic, social, cultural or political wellbeing of the other."

G. A. "Andy" Marken, president of California-based Marken Communications Inc., demonstrates the above idea perfectly, when he stated the following in an article for Public Relations Quarterly (2001):

"The customer is the center of the universe, not the company." In addition, he says, what matters is "what the customer thinks."

Well said, Mr. Marken! 

     One company that took a severe hit in branding but successfully bounced back after exhibiting transparency with its customers, was Domino's Pizza. After a 2009 YouTube video was uploaded by former employees demonstrating how the company's foods we're unsatisfactory in taste, and employees mishandled food through unsanitary means, corporate took matters into its own hands by responding immediately (and effectively) to the crisis.  
          

   The company later revamped its image as it tried to regain the trust from its devoted customers. The "Our Pizza Sucks" marketing campaign, advertised new commercials which showcased employees and cooks using proper food handling, preparation and cooking practices, making pizzas with new and better ingredients, and changing the company's overall look and website features. Completely interactive, the company website now offers customers several means to leave comments and suggestions regarding all Domino's products. As I just ordered Domino's today, the box even gives customers a chance to be involved in the "pizza making process," by taking pictures of their pizza creations and uploading them to Instagram. In addition, the company now prides itself on using 100 percent real cheese made from milk provided by "unsung heroes": Stella, Edna, Abigail, Estelle, and Nancy. If you didn't know, these are dairy cows. What a great marketing strategy -- making advertising personal, as well as showing an appreciation to farmers and their work!

By being truthful about its past products and improving them, Domino's has reestablished its brand and credibility among pizza lovers everywhere!

     Lastly, consumers want to feel involved. Not only do they want to feel as though they've contributed to a company's success, but they also want to feel like they've made a difference. You've heard the saying, "the customer is always right," and never has this mantra been more true than for industries that want to be successful in branding. The only way that companies can be successful is to continue to be strategic in the messages they want to convey, and be open to the "ever-revolving door" of feedback from the public.