On Brands

A brand is a commitment.

You have to show up everyday. People expect you to be there because whether you like it or not, you made a promise to them.

Your product, your service, your blog, yourself…whatever it is. Because the actions you take and the words that you speak create expectations.

For example, I get Starbucks because they make really good coffee (sorry to every independent roaster out there, they just make damn good coffee). I consistently get good coffee, so I expect it. Now, if Starbucks were to completely change their brewing method or focus on espresso drinks such as Machiatto’s and lose sight of making consistently amazing coffee, I would probably get up and go to the next coffee place. I might even get really angry and start threatening them (I’m addicted to caffeine but not that addicted), because good Lord, there are a lot of fanatics out there who have a lot of time and anger to spare.

This was exactly what happened nearly 20 years ago when Coke made their infamously bold/stupid (notice not stupid/bold because it was actually a ballsy move) to change recipes to the New Coke. What happened, national outrage. Coke had singlehandedly alienated its entire global customer base through this one move. Why? Because their traditional recipe was what they were synonomous with.

Now, let’s zoom to today, 2008. Nowadays, a move like this from Coke would spell imminent disaster. Back then, there were other options (Pepsi being the obvious), but not like today. If you even lose an inch of shoulder room, the newest sexiest product fills its place.

We’re in the age where Starbucks can easily be replaced with Peet’s, Coffee Bean, or any of the thirty or more local roasters every town is springing up these days. We have options, and the patience to to allow anybody else with a decent gimmick and a few bold promises to have our attention. So long as they carry through their promise and maintain and mature their brand as their user base hopefully grows up with them. And so the cycle never ends, perpetual motion.

Thus, your brand has to define it’s vision clearly and spell it out for the customer, otherwise they’ll stop listening and move onto one of the other 80,000 options.