Believe it or not, Starbucks has been on a national “tear” without spending anything to really market their product or service. Traditionally, you would look at their success from the standpoint of great products, locations, training, etc. However, there are any number of products, personalities and services that have equally succeeded in those areas, but still fall short. How then, do Starbucks, Hewlett Packard, Apple, Oprah and Martha Stewart succeed where others fail?
You start with a great creation story, according to Hanlon. Whether you began with two guys in a garage, or a little girl from the back roads of Tennessee; whether you started with one location in Seattle, or failed to convince a professor you have a wonderful idea for a new overnight delivery service, the majority of great ideas or people have humble beginnings. That’s the “creation story” Americans love to emulate. And, we love to believe we can accomplish the impossible, as well.
Then, we love to simplify our beginnings with memorable icons. Coca- Cola, Michelin Man, “Swoosh,” and Tony the Tiger’s “Grrreat,” established their brands quickly and began selling almost before they hit the ground. Return engagements follow. The most successful brands are those that are reliable and can be called upon on a continuing basis. In the insurance business, you want to continually cultivate clients – not just sell one policy, but have an on going relationship that is lasting and profitable. That takes service, and more service.
It is well recognized today that only a consumer can brand a product or service. The customer has to accept you, your product and service first and then the branding process begins. Consumers simplify things for companies such as FedEx, Coke and Levi’s, not marketing departments. Customers take the corporate entity to their hearts and then they begin the reshaping and simplification.
In the process of the brand creation, not everyone is going to buy into your premise no matter how good you believe your service or product may be. There will always be people who don’t believe. According to Mr. Hanlon, “For every trend there is a countertrend, for every yin a yang.” And, this scenario offers its own set of opportunities. For those who don’t want sugar, there’s “sugar free,” or decaf for people who want unleaded coffee. When you run into negatives with your sales pitch, see the other person’s point of view. Turn a negative into a positive. How, without the use of an annuity or other insurance vehicle, does your client see their goals for future independence being achieved? Help them to help themselves while you continue to sale.
Finally, accept the fact there will always be a leader or leaders in every field of endeavor. These usually are the men and women who take the chances and recreate the world of business in their own likeness, and with their point of view. Bill Gates, Steve Jobs, Oprah Winfrey, Donald Trump and Martha Stewart, for example, have never stopped pursuing their goals even when adversity stood firmly in their way. You need to lead not follow – differentiate yourself, your product or service from the competition. Sameness only leads to others who will take your place.
Even after some feel successful branding has occurred, the story seems to get lost because services, products or personalities don’t fit the criteria and the “code of ethics” that must be present if total success is to be accomplished. Goodrich Tires, Lestoil, Gulf Oil and Burger Chef did not resonate with customers over the long haul. “They had no advocates, no loyalists. As soon as something better, faster, cheaper, or more powerful came along, the consumer switched,” according to Hanlon. It will be interesting to see if those who sell AFLAC Insurance can continue to take advantage of the branding which has been accomplished thus far with this product.
Keep in mind, “branding” has a lot to do with perception. If you have a reputation for trustworthiness and quality, the pieces are already present for an image makeover, a new beginning or launching of new services or products.
Written By,
Norm Wilkens
Wilkens Consulting
You start with a great creation story, according to Hanlon. Whether you began with two guys in a garage, or a little girl from the back roads of Tennessee; whether you started with one location in Seattle, or failed to convince a professor you have a wonderful idea for a new overnight delivery service, the majority of great ideas or people have humble beginnings. That’s the “creation story” Americans love to emulate. And, we love to believe we can accomplish the impossible, as well.
Then, we love to simplify our beginnings with memorable icons. Coca- Cola, Michelin Man, “Swoosh,” and Tony the Tiger’s “Grrreat,” established their brands quickly and began selling almost before they hit the ground. Return engagements follow. The most successful brands are those that are reliable and can be called upon on a continuing basis. In the insurance business, you want to continually cultivate clients – not just sell one policy, but have an on going relationship that is lasting and profitable. That takes service, and more service.
It is well recognized today that only a consumer can brand a product or service. The customer has to accept you, your product and service first and then the branding process begins. Consumers simplify things for companies such as FedEx, Coke and Levi’s, not marketing departments. Customers take the corporate entity to their hearts and then they begin the reshaping and simplification.
In the process of the brand creation, not everyone is going to buy into your premise no matter how good you believe your service or product may be. There will always be people who don’t believe. According to Mr. Hanlon, “For every trend there is a countertrend, for every yin a yang.” And, this scenario offers its own set of opportunities. For those who don’t want sugar, there’s “sugar free,” or decaf for people who want unleaded coffee. When you run into negatives with your sales pitch, see the other person’s point of view. Turn a negative into a positive. How, without the use of an annuity or other insurance vehicle, does your client see their goals for future independence being achieved? Help them to help themselves while you continue to sale.
Finally, accept the fact there will always be a leader or leaders in every field of endeavor. These usually are the men and women who take the chances and recreate the world of business in their own likeness, and with their point of view. Bill Gates, Steve Jobs, Oprah Winfrey, Donald Trump and Martha Stewart, for example, have never stopped pursuing their goals even when adversity stood firmly in their way. You need to lead not follow – differentiate yourself, your product or service from the competition. Sameness only leads to others who will take your place.
Even after some feel successful branding has occurred, the story seems to get lost because services, products or personalities don’t fit the criteria and the “code of ethics” that must be present if total success is to be accomplished. Goodrich Tires, Lestoil, Gulf Oil and Burger Chef did not resonate with customers over the long haul. “They had no advocates, no loyalists. As soon as something better, faster, cheaper, or more powerful came along, the consumer switched,” according to Hanlon. It will be interesting to see if those who sell AFLAC Insurance can continue to take advantage of the branding which has been accomplished thus far with this product.
Keep in mind, “branding” has a lot to do with perception. If you have a reputation for trustworthiness and quality, the pieces are already present for an image makeover, a new beginning or launching of new services or products.
Written By,
Norm Wilkens
Wilkens Consulting
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