How do I get people to join my brand?

If we could do anything to help you, we’d wail on you until you understand that you don’t sell a commodity, you sell an experience. That’s the only way to be remembered and it’s the essence of brand marketing. Few are better at executing that idea than Starbucks which is why the news of Howard Schultz, CEO of this coffee empire, adding movies and more to his menu of mild, medium and bold is simply the next letter in the alphabet of the language of brand success.

In case you hadn’t noticed, Mr. Schultz doesn’t really market coffee. He peddles a cup of warmth that displays a logo announcing to others you have taste and sensibility. He gives you a little plastic card that says, “You’re one of us”. He invites you to soothe yourself by a roaring fire in torn Levis and a skull cap, or sip tea, wearing an Armani suit reading classic literature. And everyone can become a philanthropist by taking home a fragrant heap of beans to help third world countries teach kids to read. So, attaching comparable music, DVD’s and other items to this genre fits in the brand of ‘belonging’ so neatly you hardly recognize it was a stroke of genius and not just an accidental cross commerce add-on.

We talk about Starbucks because they’ve asked the questions you need to ask yourself. Stop thinking about selling houses and start thinking about gathering places and connections and symbols. What can you do to create the unique feel of home so thoroughly that people want to pick their own spot in your community? How does your model home feel, smell, sound? What subliminal messages are on your walls? What do you stand for? What do you solve? What do you recommend? What kind of iconic takeaway can you begin to provide that screams to others that you have taste and sensibility? Ask yourself if you’re trying to author bland cross marketing add-ons or if you’re bundling intelligent solutions and creating a club everyone wants to join.

If you feel yourself warming up to this idea, contact C and Company to help you with the process of turning the daily grind into grounds for success. If Howard can do it with coffee just think what you can do with a whole neighborhood!!

(c) 2008 Advice for Builders: Brand
Camine Pappas
C and Company