Scrolling through social media, I saw a post regarding batman, with the #nanananananananabatman after it. How many of you could hear that theme song in your head without even counting how many “na”s there are? I would guess almost everyone. Why is that? It isn’t a particularly catchy tune, and it is definitely out of date. However, it is something that has lasted alongside the batman brand since the first TV episode in the 1960s, a TV show a good number of us have never even seen.

Good brands all have this aspect of lasting impressions. BMW unveiled the “Ultimate Driving Machine” motto in the 1970s, Maybelline started using the slogan “maybe she’s born with it” in 1991, and would you believe that the “I’m Lovin It” tune for McDonalds is nearly 15 years old?

What makes these slogan and tunes so iconic? It’s how the entire brand adopts them. “I’m Lovin It” appeared everywhere the golden arches glowed for quite a while. Meanwhile,  BMW rarely let its logo appear without the phrase “ultimate driving machine” attached to it for multiple decades. When you enter a BMW showroom, the sales people, service center, and even receptionists take the notion of the BMW as the “ultimate driving machine” as a core component of their culture.

And this is where the difference happens. Your slogan/brand identity needs to be something that supports the unique culture you want to emulate across your organization and to your clients. Unique is the key word here. BMW could have gone with “the world’s best driving machine”, but it took it a step further to the ultimate. Maybelline didn’t want to change women, but it wanted them to look like the most beautiful versions of themselves, and McDonalds wanted to serve crave-able food.

So don’t be just another “low cost, high service” brand. Bring a new and valuable culture your clients, and portray that uniqueness through your brand. Need help finding your unique culture? Contact Navy Blue Consulting today.

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