One of the things I like about giving presentations to companies is meeting a new group of people and exchanging ideas. Recently several attendees and I had a great discussion about the power of branding.
Later while changing my clothes, I was reminded how Levi Strauss & Company is one of the best in the business at branding. Just before I stuck my legs in the jeans I noticed a printed message on the outside of the inside flap of the pocket. From this short note, I've pulled three lessons that can maximize your brand.Be Different: Often when you buy clothes the only message you get is a piece of paper telling you that it's been approved by Inspector #5 or worse, a sticker that ends up sticking to you! Some companies do have attached messages about their products. But they're gone once you remove them.
Levi's uses a non-traditional yet permanent location for its statement of principles. You can see it every time you put on and take off the jeans.
State Your Values: In a few short lines, Levi's states that you've bought an authentic pair of their jeans, their jeans have been around for more than 150 years, and that they are an American tradition that is popular worldwide.
There probably aren't a whole lot of differences between a pair of Levi's and all the other jeans on the market. But you wouldn't know that from how the company promotes itself. To them, you don't ask, "Are those a new pair of jeans?" but rather, "Are those a new pair of Levi's?"
A Call to Action: The message on the pocket also thanks the consumer for carefully examining the quality of the sewing and craftsmanship of the jeans. Instead of saying the jeans were inspected by #5, they're so confident in the workmanship, they're almost daring you to find an imperfection. Most people aren't going to carefully scan the stitches but you love the idea that it's a big deal to Levi Strauss & Company.
Keep your eye out for other good examples of branding. How a product makes you feel will likely determine whether you'll buy it.
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