When I was at Red Hat, I sometimes got questions from folks who wanted to know the secret to Red Hat’s brand success. First off, I’d always say you don’t grow a $1 billion technology company on brand alone. We sold great products. We treated our customers and developers well. We had a revolutionary business model. Those kinds of things are the bedrock of a successful brand.
But if I was to point to one “secret” thing I think had a big impact on the brand it would be a very simple one:
We said the same thing. Over and over. For years.
For me personally, sometimes I said things so many times I was just as sick of hearing myself as others were.
When people would come to me and ask if they could make a tan hat to give away at tradeshows rather than a red one, I would always repeat: “But we are Red Hat.” We brand folks would always be the ones to bring up the company mission, values, and culture. We’d steer conversations back toward the open source way when they went astray. When my colleagues and I would speak about the culture and brand in orientation, we’d tell the same stories, show the same videos of Bob Young and Matthew Szulik to new employees year after year after year.
When it comes to brand positioning, the biggest mistake you can make is to invest your time, money, and energy in discovering your optimal brand position… and then give up on it before it has a chance to do its magic. Building a great brand has to be done over time and, to paraphrase Jeff Bezos of Amazon, there are no shortcuts.
I’ve worked with a lot of creative types over the years, and most of them love to come up with new ideas. Heck we all do. But sometimes the thing that makes you stand out when everyone else is saying something new is to say something… well… old.
One nice thing about this new gig blogging over at opensource.com is it gives me some room to go back to my brand and culture roots here at Dark Matter Matters. So today we return again to my favorite subject: brand positioning.
Specifically, I want to cover one of the scariest brand positioning mistakes a company can make– abandoning the position that got them where they are before they’ve established a credible new position.
You’ve seen it before. You walk into a meeting with a new advertising agency or an overzealous marketing executive, and, with great dramatic effect, they say something akin to this: “We are not in the toilet paper business! We are in the cleansing and renewal business!” Then they pause and look around, waiting for the cheers and high fives to start as people salute genius.
Don’t get me wrong. I believe strongly in establishing a higher purpose for your brand. And I think it is fantastic when brands are aspirational. The mistake is not in extending your brand position– in fact, we’ve covered some good tips on how to do it responsibly in this post and this one.
The mistake is abandoning the position you already own in the customer’s mind before clearly establishing the new position– in their mind, not in yours.
I’ve shown this chart inspired by Kevin Keller (one of my brand positioning mentors) before, but it is directly relevant here.