We all know that in today’s world, branding has become an essential part of any business or organization. A strong brand can differentiate your company from your competitors and build trust and loyalty with key customers.
But, branding and marketing teams can sometimes become so overly invested in their own ideas that they lose sight of what truly makes a brand successful. This can result in what is commonly referred to as “drinking their own Kool-Aid,” meaning that we (yes, I include myself) become so enamored with our own vision that we fail to objectively evaluate the merits or downsides of our idea.
I was reminded of this yesterday during my weekly Italian lesson. This week, instead of useful phrases (Vorrei un bicchiere di vino rosso, per favore) we learned more about the culture of Italy, with a focus on the areas that have been designated as UNESCO World Heritage Sites.
There are 58 UNESCO in Italy. This is the highest number of any country in the world. These sites include cultural landmarks such as the Colosseum in Rome, the historic city centers of Florence and Venice, and the archaeological sites of Pompeii. The sites have been recognized for their outstanding universal value and are important to the common heritage of humanity.
Wow! How do they make their selections, you may wonder? Well glad you asked.
The UNESCO 5 criteria for World Heritage Site designation can serve as a useful illustration of the key factors that can be tweaked and applied to help ensure that rather than drinking the Kool-Aid (or champagne) you’re adding science to the art of your branding.
- Cultural Significance: The first criterion is cultural significance. In the context of branding, this means that the brand should reflect the values, beliefs, and traditions of the organization or company. It should also resonate with the target audience and connect with their cultural identity. The brand should be able to convey a unique story that sets it apart from other brands in the market.
- Authenticity: The second criterion is authenticity. A brand should be authentic in the sense that it should reflect the true values and beliefs of the organization. It should not be a copy of another brand or be misleading in any way. Authenticity is critical in building trust with customers and creating a long-term relationship.
- Relevance: The third criterion is relevance. A brand should be relevant to its target audience and meet their needs and wants. It should be able to communicate the benefits of the product or service and provide a compelling reason for customers to choose the brand over its competitors. Relevance also means that the brand should be able to adapt to changing market trends and customer preferences.
- Distinctiveness: The fourth criterion is distinctiveness. A brand should be unique and easily identifiable. It should stand out from other brands in the market and have its own personality and character. This can be achieved using distinctive logos, colors, and messaging.
- Sustainability: The fifth criterion is sustainability. A brand should be sustainable in the sense that it should be able to endure over time. It should not be a fad or a passing trend but should be able to adapt to changing market conditions and customer preferences. A sustainable brand should also be environmentally and socially responsible.
Use this useful framework to help decide if your branding efforts are distinctive, memorable, and sustainable over time. Bonus points applied if you’ve determined that your brand is important to the common heritage of humanity.
Ciao!
ABOUT THE AUTHOR
Jody Ordioni is the author of “The Talent Brand.” In her role as Founder and Chief Brand Officer of Brandemix, she leads the firm in creating brand-aligned talent communications that connect employees to cultures, companies, and business goals. She engages with HR professionals and corporate teams on how to build and promote talent brands, and implement best-practice talent acquisition and engagement strategies across all media and platforms. She has been named a "recruitment thought leader to follow" and her mission is to integrate marketing, human resources, internal communications, and social media to foster a seamless brand experience through the employee lifecycle.
