It's All in the Image (Or Black Chiffon...)

     When you think about branding your mind either goes to branding a cow (my neck of the woods) or what type of brand your company has.  The latter will be the discussion for this week.  Honestly, I have not ever paid much attention or given much thought to a companies branding.  It's not that I haven't noticed, but in all honesty it's not one of those things that has not lingered at the forefront of my brain.  That has all changed this week because it has been brought up as topic of discussion in my graduate school class.  When you delve into the world of marketing it is pretty cool how different companies brand themselves to the public.  For instance, Troy University markets itself to the public as a university that will do more than just teach students and give them a diploma; they will teach young people how to act in a way that demonstrates good character.  Their slogan, "Educate the mind to think, the heart to feel, the body to act" is seen on practically every billboard that is advertising Troy.
     I suppose that branding has taken a new turn with the explosion of social media in our world.  That is to be expected because businesses don't have to depend solely on billboards and magazine ads.  It is a new day when you can post an advertisement on youtube and then share it on facebook or twitter.  It is automatically delievered to your followers and they then know what the company is about or if they are rebranding.  I just mentioned "rebranding" and that leads me into another thought.  When I was doing my internship, CMT was right in the middle of the rebranding process.  They were changing the colors, the styles of the logo, etc... It was interesting getting to watch the process unfold.  In celebration of slowly changing over the website, facebook and images to reflect the new brand a "rebranding" party was thrown in celebration.  The new logo filled the room while Gary Allan played a free concert at the party.  Other companies should take note of how CMT went about their rebranding.  By getting all of the members working at the company into the fold and throwing a celebration in recognition for all of the hard work that everyone had done, they was able to shower everyone with appreciation; even little ole' me. 
     Businesses are not the only ones that have a brand.  If you think about it, celebrities have a brand.  Take note of Reese Witherspoon.  She had a brand, whether she realized it or not.  She was portrayed as a good southern girl, but this past weekend she messed up.  She made a mistake and because of that one mistake people are now seeing her in a different light and, perhaps, rebranding her.  Now, I'm not going to get into whether I think she deserves it, it isn't my place to judge, but the fact is people may start to see her differently.  The one celebrity that comes to mind, for me at least, that practically has a brand is Stevie Nicks.  Think about it people.  This woman has been in music for 40 years and since the beginning of her days with Fleetwood Mac (1975) she has been branded as this "witchy" character.  (Her publishing company on every record is Welsh Witch Music.)  It's no doubt either because she wears black chiffon and floats around the stage like she's casting a spell on the audience.  She has her signature things that she includes in every show including: all black attire, high platform suede boots, shawls, top hat and a tambourine.  She knows how to brand herself and she has done a damn good job of it for 40 years.  No matter where you see her, she is in all black with her platform suede boots.  Styles have evolved over the past 40 yeras, but her style never changes and whenever flowy clothes come back it's always, coincidentally, when Stevie has done something.  I have heard people say, "The Stevie style is back." My opinion, it never went anywhere.  I have clothes in my closet, at this moment, that are reminiscent of Stevie's wardrobe.  She branded herself a long time ago.  The times may have changed since 1975, but her brand has remained the same.  Take a look...





1976

1980's






2010

     Branding is all about doing what is best for your company. It is what best represents your company and what people will associate first when they think of you. Brand your company with something that will stand the test of time; have an image that may be improved, but the base will always remain the same. If you think about it, whether you are a company or not, "you" have a brand. Your brand is how you portray yourself to others. For me, I feel that I portray myself as a fun, carefree person who is loyal to her friends. How you act and what you say does speak volumes. Have you thought about your brand?