Objective + Subjective = Brand Balance

Successful brand development rests upon achieving a thoughtful balance between optimizing the objective and subjective attributes of a brand.  When making the decision to purchase an iPhone versus BlackBerry, for instance, consumers are considering objective attributes – such as picture quality, compatibility with other media components, and the communication features available.

In addition to these factors, though, the purchaser will also make subjective judgments about the products before them.  What is the reputation of Apple versus BlackBerry?  What will it say about me if I am carrying an iPhone?  Would I prefer to type emails on a touch-screen or a standard keypad?

Brands that are able to capitalize on both subjective and objective criteria are subsequently able to create value for its target market. Often, this effort involves shifting the perception of a brand within the marketplace.

The role of the brand consultant is to identify the brand’s attributes and present them in a way that speaks to the target market and shapes their response to the product or service.

There are three commonly used approaches:

Change consumer beliefs

This is of particular importance when there are, or could be, negative associations with a product or brand.  Take the iPhone, for example.  When originally introduced into the market, the iPhone was cutting edge, unique technology.  Had Apple simply dumped the product into the marketplace without proper advertising showing how easy it is to use, and how it is similar to other technology consumers were already familiar with, it could have been rejected.

Perception is reality when it comes to brands.  You must shape your message to respond to your target market’s actual, and potential, concerns if they might negatively affect your brand’s place in the field.

Change what’s important

Before the iPhone, how many of us sat around thinking that our lives would improve immensely if only we were able to watch full-length films on our mobile phones?  Exactly.

Consumers are responding to various levels of need when they are making buying decisions for products and services.  They are accounting for everything from the basic necessities of food and water, to the need for social interaction, to the ultimate need to be self-fulfilled.

If a brand is able to respond to an existing opening in the market (meeting an unfulfilled need) or, better yet, to create a need in the market, it is well on its way to success.

Add a new attribute

In response to the new Apple-created need for multi-media capabilities in a mobile phone, those who distributed media began to create new ways to reach this opened market.  Thus, online news and media providers like the New York Times, YouTube, and others began to tout their web pages as easily-viewable on the iPhone and other handheld devices.

Adding new attributes to existing products and services can refresh a brand and give it renewed relevance in the marketplace.  As a consultant, when you recognize a differentiating feature in the brand you are developing; move quickly to capitalize on it and make it known to the consumer.  Draw attention to the fact that you have recognized a new way to add value to their experience of the brand.

What are your experiences with shifting consumer attitudes? How have you responded?