If you say you don’t have a brand, think again. What people think about you—i.e. your reputation—is your brand. It’s the single idea your business occupies in people’s minds. What matters is whether or not you manage the brand, and given the recession, consumers are looking more closely at who is selling them what. It’s a market formula shift to economics and values.
Even mega brands must continually control their reputation. Consider Coca-Cola, which is still deemed the most valuable brand by Interbrand in its Best Global Brands 2010 Report.
Coke took a risk with the holiday Coca-Cola Polar Bear in 1993. It was dramatically different, but the animation copied human behavior.
"That's really what we were trying to do – create a character that's innocent, fun and reflects the best attributes we like to call 'human'," said creator Ken Stewart. "The bears are cute, mischievous, playful and filled with fun." (http://www.thecoca-colacompany.com/heritage/ cokelore_polarbears.html)
Coke mixed it up a bit but kept in theme with the long-time sentiment of a Coke and a smile.
Furthermore, people have brands, too. Martha Stewart and Oprah are mega brands, but they are personal brands. Every person has a personal brand, online and offline, and if you don’t manage your personal brand, well, think Tom Cruise and Mel Gibson.
Let us know if you need help with your brand. Positioning can make all the difference in the world.