For each of us has the concept of branding ourselves and our company, David Vinjamuri, a former brand manager at Johnson & Johnson and Coca Cola, now have a marketing professor at New York University and founder / president of Third Way Trainer Brand, provide a few interesting examples in his book, Accidental Branding, how people create exceptional extraordinary brands (John Wiley & Sons).
Vinjamuri is a good companion in a more urban, ah-shucks way that leads people (most ofcredit card with little or no experience in marketing and started his business with only a few hundred dollars maybe) behind some of the most interesting brands in the world, including Burt's Bees, Clif Bar, & J. Peterman, among others. (* Find the full list below).
Although each story is unique, Vinjamuri the qualities they share all the highlights, they used good timing and luck, a deep understanding of what their customers want and obsession with details of allInteraction of their clients and their brands. Some rules, that the similarities between the marks, the Vinjamuri shows:
It is bits and pieces. Myriam Zaoui and Eric Malka, founder of The Art of Shaving, I am very aware of the processes of governing every person of detail, how to create products to enhance this process, and result in a way that appeals to men's self-image. Every detail of the product line, marketing, store size, sales and human resources in line with barberingthis goal. Select a struggle. Feel free not clear on what the competition is absent, as your offer exactly the right thing. Gary Erickson of Clif Bar could not choke down another bad-tasting nutrition bars, while running on his training and began experimenting with recipes for good taste and nutritional bars effectively. Needless to say, the consumer of food bars are reminded of this difference when they shop. You are right. Each profile has begun offering its brandspecific needs they had, but could not find a product / agent on the market. Julie Aigner-Clark, founder of Baby Einstein, I could not find video training for their child. So did his parents and found that others were trying the same thing. Craig Newmark of Craigslist is also suitable to this rule. It 'been on sale for a simple place free or low cost for him and his friends on the line, things and services are looking for mail in a local area. With its global reach, you can do almost anything almostaround the world. Why should Newmark, or someone the rest of us, shop elsewhere. Be unnaturally persistent. While all these entrepreneurs have this quality, Roxanne Quimby of Burt's Bees is my favorite. Since just shy of homeless people in Maine and a DIY hippie, artistic mood, he went looking for things to do and sell. It works Burt Shavitz, a local beekeeper, the honey sales his truck to keep things simple. beeswax candles and Quimbybegan selling some money honey and candles in the craft fairs. Further attempts to Quimby to other natural products and opportunities for the sale of large, are unaware that they have a multi-million dollars. Building a myth. John Peterman is the owner of this idea. As a poet he is a businessman, his copy of the sale of a myth built around the brand J. Peterman that its customers a part of the myth and chose to be the guy in-the-know club. Be faithful. OKThey painted some success and are ready to expand. Do not forget to be true, that support them at first. Even if we introduce new product lines, not to manipulate a lot with what your customer base is interested in. Keep in touch with them, their needs and reward your loyalty to your listings, and of course expand to other markets to conquer. Gert Boyle, the founder of Columbia Sportswear built a business on this idea. She and her family are very loyal tothe other for the economy and also for their customers. Boyle knows what they are and their loyal customers looking for made in good condition, all the cheap outside and keeps the organization focused on delivering exactly consistent.
How can a person so far only one company alone, and while interest in the expansion, while others must be engaged. The trick is to surround himself with people who agree with your opinion on most of the above.
There is no "necessarily need to do, or all of the above, but as clear as possible on most of the above will help you define your personal brand that is transmitted with enough success that in a way that your potential customers the confidence to really give you your interests at heart.
* The entrepreneurs and companies highlighted Accidental Branding.
Roxanne Quimby
Burt's Bees Craig Newmark
Craigslist Gary Erickson
Clif Bar JohnBeagle
John Peterman, the company J. Peterman
Myriam Zaoui and Eric Malka, The Art of Shaving
Gert Boyle, Columbia Sportswear
Julie Aigner-Clark, Baby Einstein
