Brand or Bland?
I was going through some of our archives this week, and came across a tongue-in-cheek ad we wrote some years ago. Won more than a few awards with it, including a Summit International for copy writing.
Still stands up to the test of time, like most good stuff does. Might even make you think.
How to Build a Bland -
Few words have infiltrated the boardroom PowerPoint presentation as much as the word Blanding. But what exactly is a Bland and how do you get one?
Well, a Bland is the creative union of your product and the emotion you personally feel for it. It's a success when your own personal research proves that customers understand and are adopting your values. However, caution must be taken not to appear too emotional or different, as new things tend to scare people.
Whether you're looking to start a new Bland, or are considering ReBlanding, the following tips will prove most helpful.
The Bland Strategy
This is where it all starts. Gather as many of your senior people as you can, and start to define the Bland. Try to ensure that everyone has their say, as they will all have unique perspectives. Then from their answers, look for the common "catchy" words or phrases that everyone agrees with (ie. Service, Experience, Value). These are the jewels your communications people will thank you for later.
The Bland Promise
While it's important to say something about what your product does, actually promising customers something can get you into trouble quickly. Be careful not to go out on a limb and establish any expectations. A good place to start is by seeing what your competition offers, and do the same. If that's not possible, try a "competitive pricing strategy". Cheap could be your niche.
Bland Personality
The last thing you want to do is offend anyone, so the objective here is to try to appeal to as many people as possible. Use well established words like quality, commitment, and excellence in your communications.
For real impact, try combinations, such as: "A commitment to quality excellence" or "Uncompromising excellence with a commitment to quality", or better yet "Committed to an uncompromising commitment to excellent quality".
Bland Equity
When your Bland starts to feel stale to you, change it. Don't be distracted by words like equity or established value. Too much thinking impedes action. A key benefit of having a Bland is that - if carefully ReBlanded - hardly anyone notices the change and you can keep using your old stationery.
You, your customers and your Bland
If you are true to your Bland and inspire others to aspire to its values, soon every department, from customer service to manufacturing, will become living examples of your Bland. Oh, there will be other Blands. In fact a whole world of Blands, many just like yours. But in your heart you will know you are the leader.
Long Live the Bland.