Branding lessons from my gastroenterologist
Brands aren’t logos, they’re expectations.
Promises of a certain kind of consistency and continuity over time.
If you’ve done your marketing job well, when a customer ultimately buys a product or service from your organization, that person knows what they will get.
People who work in the franchise space know this better than most. Please note my usage of the word space, not industry. Because franchising isn’t really an industry, it’s a business model. A distribution strategy that affects almost every industry. A franchise occurs when a franchisor licenses its brand to someone who agrees to operate in accordance with those standards.
And so, in any given franchise system, whether it’s fast food, fitness, nail salons, auto repair, tax prep or coffee as a service, the brand is the most valuable asset. New franchisees aren’t only buying it, they’re buying into it. If your business reaches the point where it’s franchisable, then you’ve probably done a stellar job with branding.
But here’s the thing.
Since your brand is an asset you build that grows in value daily, small enhancements matter.
Organizations that consistently execute bite sized, concrete expressions of their brand through slow and deliberate means are the ones that accrue the most leverage.
Doing so enables them to make sure their brand is exactly what they want it to be, creating maximum value for customers.
Meanwhile, a small percentage of high profile companies have tens or hundreds of millions of dollars in marketing spend, and they build their brands in the macro. Using everything from halftime sponsorships to subway takeovers to big budget, mass market, stunt driven efforts, their brands will ultimately earn iconic status.
Good for them. It’s inspiring for the rest of us to watch and learn from.
But frankly, my dear, most small to medium sizes business don’t give a damn.
They don’t have the resources or capital to build their brands in the macro. They have to do it in the micro, one bite at a time.
Speaking of bites, let’s use the illustration of food to drive this home.
Doctors and nutritionists will often tell patients and clients to eat less, more often. Small, frequent feedings will keep blood sugar stable and decrease hunger and prevent impulsive snacking throughout the day, they say.
Have you ever had a healthcare professional tell you this?
My gastroenterologist prescribed this diet during my twenties when stress was at an all time high, and it made a huge difference in my overall wellbeing. Turns out, if eating five or six meals a day aligns with your body type and natural inclinations and work schedule, then it might be your ticket to healthier and happier living.
For me, it certainly felt better than stuffing myself sick two or three times a day.
The same goes for branding. Most small and medium sized business can’t afford to eat at the buffet. It’s too expensive, too heavy and too labor intensive. Plus the salad is always soggy.
Companies are better off building their most valuable asset a few bites here, a few crumbs here, a few slices there. Slowly and deliberately. It takes time, patience, commitment and resilience. And it’s probably the most difficult thing to quantify at your company.
But as my mentor once told me, consistency is far better than rare moments of greatness.
Bon appetit.
Who wants to franchise your brand?
