How Well Do You Know Your Brand?

I came across this image today of an advertising campaign from Jeep. It’s very simple, but brilliant!

how well do you know your brand - jeep ad

When you see the simple box, never on a flat surface (which is the key to the campaign), with a P and Jeep written inside, what comes to mind?

Maybe:  The idea that Jeeps are so rugged that they can be parked anywhere.
Or: If you own a Jeep you don’t have to follow the normal rules of parking.

This is the Jeep brand.

The campaign is a great example of knowing and understanding your brand. I speak with many business owners and marketers that don’t understand their brand. When I ask them about their target market, I often hear: “Are target market is everyone.” Which is then typically followed with, “We don’t want to limit ourselves.”  To me this tells me they don’t have a solid idea of who their products and brand would appeal to.

Not too long ago I had a meeting with a potential client and after the 1.5 hour meeting, I left still not really knowing what the company brand meant to the owner. This was the owner. Do you think his employees understood the brand?

To go back to the Jeep campaign. It didn’t take a lot of money or a lot of show. It’s just plain and simple, and yet it exemplifies the Jeep brand. Advertising like this can only be achieved when you fully understand your brand.

How well do you know your brand??

Virgin Logos: Branding or Arrogance?

I was talking with a client to day, and we were discussing a logo for one of their new divisions. The client found a logo from a another company that they really like. I liked it too. However, to me it doesn’t fit in with Virgin Logothe rest of their branding. So, I wasn’t sold on creating something similar.

I could have just said, “Yeah, I like it too. Let’s create something for you new division that looks like that.” That would be the easy route and I’m afraid that’s what other consultants have told my client in the past. There has been talk about creating a group that would encompass all their divisions and companies. With this in mind I decided to recommend we take a step back and look at how the new division’s logo fits into the image of the whole group.

One of the companies that I admire is Virgin, and something they are great at is branding. If you look at all the companies that are part of their network, almost all of the companies that carry the Virgin name use the name Virgin with the same font somewhere in their logo.

By including this simple piece in every logo it makes their brand recognizable. It doesn’t matter what the company is, people will recognize it as part of the Virgin organization. Right away the consumer has an idea of what to expect. You can see a number of the examples below:
virgin company logos

What do you think? Is this a good example of branding or arrogance?