Tattoo The Cow

Let’s say you’re fascinated by dinosaur footprints and a local pointed you in a desolate direction of some. Super desolate.

Let’s just say.

And let’s just say that your mind is blown by the fact that giant lizards walked the off- road washout you’re currently bouncing down in your Honda Accord Sport. So mind-blowing that you’re…

… bouncing down an off-road washout in your Honda Accord Sport.   

Then out of the blue—a herd of well fed cows is walking that same path towards you. All around you. Staring at you through the glass. Big snouts. Snotty.

And you think “What the—-?”

Then you notice a burn mark on their hind ends. A brand. And subconsciously you suddenly realize that these random bovines are part of a bigger production. They’re important. They aren’t just wondering… they’re where they’re supposed to be. They mean something. And they belong to someone.

Their brand lets you know that.

(And let’s just say this happened to my wife and I a couple of years ago.)

So what is a brand? A logo? A product box color? The overpaid spokesmodel?

Nope… aaand… yes (ish).

One of the great misnomers in marketing is that you can create a brand with a catchy slogan or a swoosh on the side of your tennis shoe. Hours and hours are poured over a logo and type font. Huge money spent. All in the hopes of being recognized as a brand. And you know what? You will be.

Recognized that is.

But that recognition doesn’t make you a winning brand. It doesn’t because your brand isn’t yours. Sounds strange, I know.

But it isn’t.

Your brand is the perception of your company or product determined by your customer—based on their experience with both. It’s built over time… organically.

Of course the slogan plays a role. As does the swoosh on the sneaker and the beautiful spokesperson. But those things serve to bolster a brand. Not create one. They’re salt in the soup. Sprinkles on the ice cream. The soundtrack to a movie. But if that movie sucks or the ice cream tastes like grass no sprinkles or orchestra concerto will change their mind.

So when building a brand, start at the beginning. Report to the customer in your head, not the echo of your own voice. Understand them. Think like they do. Know what they want and even more importantly… what they DON’T want.

Walk that line.

Every answer to the questions you have should start with “What will my customer think if we ____?” (Fill in the blank.)

When you make the customer your north star, you’re less likely to sail off course. And hopefully that bright light in the sky is the sight of sweet success…

… not the flaming end to life like the dinosaurs witnessed from above.