How to Build a Brand: Get a Tattoo

I've been focusing on epic failures and successes of products. The difference that sets these two categories apart can be quite significant, yet all too easily obtainable if given the right set of parameters. Hundreds of books have been written with this subject line in mind; trying to capture the main idea behind what makes a brand impactful. Arguments between whether brand journalism or brand re-positioning is better seems to rage rampant among critics. However, after reading a short article by Jim Beam, the 217 year old US Bourbon distillery, the ideas for how to approach this decades long argument have started to seem a little less fuzzy.

4 Basic Principles

After going public in 2011 and changing the name to their company (Beam Inc.); author Fred Noe began to wonder the reasoning behind the longevity of the brand. How they have been able to survive 217 years of competition and technological advancements that have splintered thousands of companies and dozens of industries. Four main principles seem to come to mind and overall can be applied to some of the most successful companies in the world. Following these ideas is not only incredibly intelligent, but proven to be highly profitable.

Discipline and Focus

The Jim Beam family is one that has remained focus throughout its years. They've been able to keep a single-minded focus on what their goal is and how they hope to accomplish it. No matter what the obstacles or new opportunities placed in front of them, they are constantly relating their company and brand to this main focus. Has the new product made progress toward their goal? Do they feel that the new process will enhance their brand with this in mind? At the end of the day, you have to go to sleep facing yourself and the decisions that you have made for yourself and your company. Having a family bond that runs deep into their discipline as a company is how they have made progress that has taken generations.

Consistency

Beam has prided itself on their consistency. As soon as they have learned to master the product, they continue to implement this same process over and over. Bourbon making is something that takes time and cannot involve shortcuts. If part of the process isn't done correctly, the product and the overall brand will suffer. "Be the Maser Distiller of your own business, perfect your craft, then share that knowledge with your team and make sure they all understand how important it all is. Make sure they understand that being consistent in what you do is what will separate you from everyone else."

Quality

Although somewhat common sense, many companies do not put enough emphasis on this. Our generation's culture is full of the "I want it now" mentality which has been shipping to overseas for cheaper labor part of the complex marketing mix. Companies as large as Apple and Nike have been caught, quite literally, with their pants down. Having ads and articles run for months about the mistreating of workers and the consequences that this will have on the products. Consumers are continuing to pay the elevated prices for something that cost close to 75% less than originally manufactured.

Now, both sides have and make valid statements. Economists feel that people are rational. They want to overall, maximize their returns. So shipping to China and receiving a higher profit margin is something that appeals to both the stakeholders and the economical viewpoint; however, at the end of the day the consumer is ultimately losing. They are being skimped of quality to earn a bigger buck and this slight of hand will eventually begin to catch up. Jim Beam ran into this predicament a few years ago when they ran out of one of their best selling Bourbons, the Knob Creek (aged 9 years and 100 proof). Instead of altering adjustments and mixing remains of stock to stretch their supply, there became a shortage in the marketplace. They understood that quality could not be compromised regardless of the cost their incurred for such a slip-up.

Know Your Customers

The easiest concept to understand, yet the hardest and least respected by manufacturers. The customer is king. You get into a business to sell to them and you must take care of them. Connecting to your consumers is part of the only way that you will be able to succeed as a company. Social media has allowed companies to reach their demographics in an entirely new way. People are now the brand ambassadors to products. They will openly bash or celebrate your successes with you. Being able to articulate and share with them the experience you hope they will receive will be part of your success. Thanking people, building relationships even if it is with the bartenders, restaurant owners, or general consumers; you cannot take anyone for granted. Loyal customers will put in the effort and time to make your company successful. Without them, you are nothing. To understand the power of engaging your brand, Jim Beam ran a "little" Facebook promotion in which they asked for more than one million new Facebook fans in three months and their CEO would do something "bold". Customers got so behind the idea, that after a short period of time they blew away their original mark. To show his appreciation for their support, he went out and got a tattoo of the Jim Beam logo on his arm. Given it was his first tattoo and he was highly afraid of needles, this was a big deal. And the customers loved it. Hundreds of emails poured in thanking him for his effort and for keeping his word. Pictures of others with their own Jim Beam tattoos were also sent in showing the customer's permanent gratitude for the brand. He quickly realized that without them, he wouldn't be where he was today. Engaging with your customers and brand by showing them you understand them and care is essential. "I'm not saying you have to go out and get a tattoo, but that might help."