{"id":361,"date":"2015-08-24T12:03:12","date_gmt":"2015-08-24T12:03:12","guid":{"rendered":"http:\/\/www.ftcguardian.com\/articles\/?p=361"},"modified":"2017-03-17T01:46:39","modified_gmt":"2017-03-17T01:46:39","slug":"the-7-tenets-of-branding-2","status":"publish","type":"post","link":"https:\/\/www.ftcguardian.com\/articles\/the-7-tenets-of-branding-2\/","title":{"rendered":"The 7 Tenets of Branding"},"content":{"rendered":"

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\"brandingThe 7 Tenets of Branding<\/h1>\n

Back in June we did a Members Only Hangout on Branding.<\/p>\n

I came across this article and thought I'd pass it along – it is a clear and concise\u00a0summary of the top tenets of branding with great, current\u00a0examples.<\/p>\n

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In today\u2019s competitive marketplace, entrepreneurs tasked with raising capital, attracting talent and getting their businesses off the ground are up against a staggering statistical fail rate. But by following some basic principles related to design, marketing and user experience tenets of some of the most powerful businesses out there you can increase your odds of starting and maintaining a successful brand.<\/p>\n

1. Simplicity<\/strong><\/p>\n

While it\u2019s tempting to try to be everything to everyone, one of the most impactful ways to stand out in a crowded marketplace is to do one thing well. Vrai & Oro is a jewelry line that shucked the categorical norm of creating marked-up, seasonal items, focusing instead on a limited line of classic, timeless pieces\u2014no gimmicks. The brand name translates to \u201ctruth and gold,\u201d and that\u2019s exactly what consumers get\u2014streamlined offerings that are pure and unadulterated, with a simplicity that cuts through the clutter of competitors\u2019 offerings. Even the straightforward web design and ordering process are a seamless extension of the company\u2019s dedication to transparency.<\/p>\n

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2. Disruption<\/strong><\/p>\n

Strategies that break from norms can force an entire category to reevaluate its behavior. Having grown up in a family of pharmacists, TJ Parker was frustrated by the complexity of the business. His company, PillPack, is the first online pharmacy designed to help people take the right medication at the right time. The Somerville, Mass.-based service prepacks medications and delivers them to customers in convenient time-stamped packets, ensuring that there are no gaps in care. The company\u2019s design, from its medication-scheduling system to its user interface, packaging and website\u2014is simple, intuitive and human, challenging the confusing and alien design language of traditional pharmaceuticals.<\/p>\n

Rather than just improving on its competition, PillPack has reinvented a category and infused humanity back into a sector that had lost touch with it.<\/p>\n

3. Original Expression\u00a0<\/strong><\/p>\n

A bold statement or expression can establish a new narrative and original attitude. Tina Roth Eisenberg was inspired to start Brooklyn-based Tattly after her daughter came home from a birthday party with an unsightly temporary tattoo. As a designer, she was more upset than many would be by the offending clip art, but from this she unlocked an opportunity. Tattly is now a profitable business of \u201cdesigny temporary tattoos\u201d with a cult following and retail partnerships with Forever 21, Urban Outfitters,\u00a0J.Crew and the Museum of Modern Art. It\u2019s a niche industry, but Tattly is making an impact in a bold way.<\/p>\n

4. Big Ideas\u00a0<\/strong><\/p>\n

A groundbreaking idea that evokes emotion can generate brand loyalty in unexpected and lasting ways. Spirits company Johnnie Walker sponsored Future, a gallery of \u201cartwork not yet created.\u201d Ten artists displayed blank canvases, promising to produce incredible work upon them, and challenged buyers to buy the pieces in\u00a0advance, taking a chance on talent. The\u00a0auction sold triple the amount expected.<\/p>\n

While Johnnie Walker is not known for art, Future was a physical manifestation of the brand\u2019s personality, showcasing the company\u2019s \u201cbelief in people\u2019s potential, transforming the way art collectors buy pieces of art and changing how new artists start their career.\u201d By stepping out of its comfort zone with a big idea, Johnnie Walker humanized its brand while supporting and inspiring a section of its core demographic.<\/p>\n

5. Symbolism\u00a0<\/strong><\/p>\n

Powerful symbols transcend words to trigger emotions and create a meaningful impression. Lego\u2019s business is built on child\u2019s play, yet the brand captures the fancy of pretty much everyone, regardless of age. More than just elemental colored bricks, the iconic Lego blocks inspire creativity in a way that can resonate with adults\u2014from artist Nathan Sawaya\u2019s Lego sculptures to the award-winning The Lego Movie,<\/em> whose humor spanned generations. The Lego brand symbolizes more than toys; it represents a world of possibility.<\/p>\n

6. Meaning<\/strong><\/p>\n

Commit to making a genuine connection with your audience, and you better your chances of evoking an emotional response. The founders of New York City-based\u00a0Warby Parker aimed to provide consumers with stylish, affordable eye-wear\u00a0that is also mission-driven. For every pair of glasses Warby Parker sells, it makes a donation that enables optical training in developing countries. Aside from the disruptive stance of challenging a long-stagnant category, the social-impact dimension of the business model was a novel approach that set an example for many companies to follow. By rooting the brand in something meaningful, Warby Parker passes on that meaning to its consumers, making them feel empowered\u00a0by a purchase that not only looks amazing without breaking the bank, but also contributes to the greater good.<\/p>\n

7. Depth\u00a0<\/strong><\/p>\n

Layers of meaning and purity of purpose create a sense of warmth and emotion around a brand. When San Francisco-based Airbnb introduced its new logo last year,\u00a0it wasn\u2019t to the greatest of fanfare. But\u00a0while the new identity may have fallen flat, what the brand did around the redesign process was powerful.<\/p>\n

Airbnb continues to build out its brand\u00a0in a deep and emotive way, updating\u00a0security measures with full transparency\u00a0and regularly communicating with customers through curated offerings and multifaceted messaging.<\/p>\n<\/div>\n

\u00a0via The 7 Tenets of Branding<\/a><\/p>\n

Here\u2019s How To Make Sure You,<\/span>
\n<\/span>Your Business & Website Is FTC Compliant<\/span><\/span><\/h2>\n

By now it should be clear how important it is for you to be FTC compliant. But how can you do that without spending $7,500-$8,000 or more on Internet Attorneys?<\/span><\/p>\n

Smart business owners around the world are doing it with the help of <\/span>FTC Guardian<\/span>.<\/span><\/p>\n

FTC Guardian is a service that is 100% focused on helping to keep you get and stay FTC compliant and fully protected. And right now, we are offering a free training to give you the knowledge, information, and guidance that you need to stay out of trouble with the Federal Trade Commission.<\/a><\/p>\n

The training is titled: 3 Tragic (Legal) Privacy Policy List Building Mistakes That Can Get You In Hot Water With The FTC Today – Resulting In Your Business Being Shut Down… And How To Solve It!<\/strong><\/a><\/p>\n

Here are some of the things you\u2019ll discover on the training:<\/span><\/p>\n