1 + 1 = 3

This is synergy. I love this concept, and really want to talk to you about how important it is for your brand.

Officially it is defined by the oxford dictionary as:

“The interaction or cooperation of two or more organisations, substances, or other agents to produce a combined effect greater than the sum of their separate effects.”

For us this means that when every single part of our brand holds the same values, feelings and characteristics that the impact of our brand is bigger than each item individually. It’s about being consistent and never wavering from the clear vision and definition you have of your brand.

I think it’s useful to start with an example from a big brand to help you visualize how this might translate to your own business and brand.

Let’s think about one of the biggest brands of all time – Nike. And the tick. And the tagline “Just Do It.” Think about all the meaning people attach to this brand, the symbol and the words. Every single place you see, feel or hear this brand it represents the same message / voice / attitude / feeling / look and more. In the consumers minds there can be no doubt as to what the brand means to them.

Now imagine if that brand was more like this:

1. On TV they use Mary Poppins as the spokesperson
2. In magazines they use Wreck It Ralph as their spokesperson
3. They sponsor events such as King Kong the musical and the local French language competition
4. Their runners no longer show the tick
5. Women can only buy pink apparel and men blue

 

Seriously? You would be like what the? I don’t even know who you are anymore Nike!  You used to mean I had to just get out there and get some skin in the game – but now what? Now, if I wear your brand what am I going to be saying to people about me? Way too much room for interpretation, who knows what people might think about me, I’m just not going to risk it.

Now let’s translate this into what it means for a smaller business, or for your brand. Every time a customer interacts with your brand on some level they will experience some type of feeling or emotion. When they see you on facebook, have an email conversation with you, read your blog, meet you at an event, see an article in an online magazine – the list is endless.  If you are representing your brand consistently the affect of all these touchpoints will have far greater synergy and a more positive impression, than if they were getting mixed inconsistent messages each time they came across your brand in the world.

This is why it is so important to have a really clearly defined brand, no matter how big or small you are, it is always important.

Synergy – I love this word! How can you get more of this going on in your business today?