Brand Excellence

Successful brands are the result of hard work, strong character, and personal sacrifice. More so, there's a distinctive philosophy shared by all that personalizes the brand and brings it to life. It's a code that all participants believe in, and live by in order to be the brand.

The E. & J. Gallo Winery has a code. It began with the company's creation in 1933 and evolved over time. It originated from the deep, personal conviction of Ernest Gallo and his brother, Julio. Remarkably, it is shared by everyone, from the sales rep on the street to the executives who run the winery. And, it has been effective. For Gallo, the code is a living recipe for innovation, strength, and of course, brand excellence. Here's the Gallo code as this writer once knew and practiced it:

1. Give attention to detail
2. Strive for perfection
3. Have a sense of urgency
4. Plan your work, then work your plan
5. It's better to ask for forgiveness than to ask for permission

There's one more: take courage. These words grace a small, almost unnoticeable sign that hangs from the far wall of Gallo's mahogany paneled board room. It's a reminder that the code is hard to live by, but the pursuit of excellence is supported by all.

The "Benefit" of Tag Lines

We're often asked to help companies create tag lines for their brands, many times sifting through previously brainstormed slogans that bear little or no relation to the brand's promise, or benefit. Our recommendation: start by knowing what the brand is, and does, why it's different, and why it's important. That's the brand's positioning. Then distill your brand's positioning succinctly and cleverly, and boom, you have a tag line, and a chance to make an immediate impact with your consumer.

A tag line defines you. It identifies your brand's position on the competitive landscape, and within the consumer's mind. Over time, tag lines may change with your market and consumer. For years Wal-Mart was Always Low Prices. Not now. Today it's, Save Money. Live Better. Living better is the benefit of low prices. Living better allows the mass retailer to position itself more broadly as a lifestyle brand as it evolves into healthcare, banking, and other arenas to meet the changing needs of its consumer.

Brand Focus

Successful brands have a single-minded focus. Simply, they stick to what they do best. They provide an immediately understood...and meaningful benefit. Consistently, in all they do. Here are a few examples: Volvo (safety), Whole Foods (fresh/local), Haagen Dazs (pure indulgence), Harley Davidson (rebel experience), Visa (freedom), Starbucks (coffee experience). Think about your brand and narrowly assess your strengths and capabilities. You'll find your brand focus. 

Take Altoids® for example. The brand revolutionized mints and has since garnered a 55% share of the premium breath mint market. Strong achievement. Strong product. Strong packaging. Strong communication. Focus in everything they do. They're tight, brand tight. Altoids' real strength though, is its benefit. The tag line, "The Curiously Strong Mints" is really a mini positioning statement. Strong is better, from intense taste and steely tin packaging to the emotional bond the brand makes with you.

Brand Vision

In today's economy, consumers are re-evaluating their brand choices. They're less loyal; they're switching brands left and right. It's war out there. To thrive, let alone survive in this environment, you better give your customers a good reason to buy. Your brand must be meaningful. It must have added value, a stronger hook. Our advice: Start with your brand vision and the benefits you deliver.

There are few categories as competitive as distilled spirits. Product differences are small, and brand hype is usually big. In the vodka segment, communication typically centers on image and style, values that suddenly aren't too relevant today. Fris Vodka Skandia has a different brand vision, and it's simple: Just focus on the product. You see, this unique vodka is formulated to be enjoyed best when served ice cold. The promise (brand benefit) is also simple: "The Colder The Better". That says it all.