Mini Series Part 2 - Be Genuine, Peaceful, Consistent & Focused

Part 2 of my mini series, which I started last week, comes from an article I read last Sunday, in the Times, where Naomi Wollf wrote some helpful tips for successful protesting in response to the recent protesting, here in London, due to increases in tuition. Clearly, considering last Thursday's events, with the attack of Prince Charles' Rolls-Royce on Oxford/Regents Street, they didn't take these into consideration.

Although, I do support their cause, not to raise tuition fees, I wouldn't go as far to say I side with the group as a whole, since I don't support their violent actions, which, unfortunately, at this point, seems to be overshadowing their overall purpose.  According to Naomi, they need to be peaceful, pleasant and get arrested to earn the sympathy of the public to support their cause and help them accomplish their purpose.  I feel the same goes for brands.

When attempting to satisfy the organization's brand purpose - that crazy, audacious goal/idea/dream to make the world better in some incremental way, brands must be set on accomplishing this goal without attacking their competition, while acting consistently by standing for its purpose no matter the cost. This will generate a far greater impact in the minds of consumers when positioning the brand within the marketplace.

Here are some of Naomi's tips she suggested in her article, Don't chat, just sing, smile and make sure you get arrested, last weekend with my rationale on how it applies to branding:

1. Don't march, sit down:  Here Naomi suggests non-violently disrupting "business as usual" does far more than a violent march of people.

The same can be applied to brands - you don't win the hearts of consumers by marching into the marketplace defensive and angry towards the competition. Rather, come in confidently with a clear, positive message, which, ideally, is one filled with solutions and/or innovations.

2. Get rid of the masks and get arrested:  to make a powerful movement you have to show your face, be proud of what you are doing and be willing to get arrested in the process. Don't just smash things and run away.

For brands this is essential. If it really wants to be known for something, it can't please everyone blurring the definition of who the company really is. Rather a brand must clearly stand for what it believes in, whether it is easily accessible and usable information (Google), authentic athleticism (Nike) or putting shoes on more of people's feet (TOMS), and don't waiver from your stance.  Know that some people will dislike or boycott what you are about, but if you run away from your purpose after making a stance, the brand will lose respect from its consumers.

3. Sing, don't chat:  It's hard for police to justify violence against a group of people linked arms singing for their cause, over angry masked chanters.

Brands will see greater adoption of its philosophy when framed positively and opportunistically, rather than nasty call outs against its competition. People will respond better when they see the positive value a brand's purpose can bring them, rather than bashing another brand, whom consumers may, actually, want to defend because of the attack.

4. Get a spokesperson: provide the cause with an identifiable, eloquent leader to communicate the message.

For brands this means: give your brand a face. Apple has Steven Jobs, LiveStrong has Lance Armstrong, Chanel has Karl Lagerfeld, and even Compare the Meerkat has Aleksandr Orlov, the charming meerkat (haha). Having a face makes the brand more human and tangible. These people can take the message across various platforms, both internally and externally of the organization.

5. Use visuals: Make yourself standout through memorable signs, consistent attire, etc.

This is branding 101. It's always best to provide visual cues so consumers will immediately think of your organization/brand when they see its logo, colours and/or shapes. However, this only happens when the purpose is consistently executed.

6. Have fun: Nothing is more fun than changing the world for the better - but you must do it for real, be peaceful, disciplined and brave.

This is particularly true for brands and the people maintaining them - be passionate!  If you're not, you won't have fun. If you are passionate about the brand's purpose, meaning will emerge making it a blast to go to work everyday and to feel a part of positive change.

Brands can learn from protestors that it's of no benefit to be aggressive & hostile when carving out its place in the market. Rather, being genuine, peaceful, consistent & focused will help a brand secure its position, while occupying a positive place in the minds of consumers.