What Our Mums Knew About Brands is Still Valid -- But it's No Longer Enough

UK specialist brand and creative-thinking consultant Simon Middleton is winning business through a back-to-basics appproach to branding: inspired by his Mum!

Norwich, UK (PRWEB) August 9, 2006 -- UK specialist brand consultant Simon Middleton is winning business by taking a back-to-basics approach to brand strategy and brand positioning, inspired by his elderly mother.

Simon Middleton, whose comsultancy has gone from strength to strength since its launch in October last year, credits his mother with teaching him the essentials of branding.

"My Mum used to refer to products from any company that she particularly trusted, as being a 'good make'," explains Simon.

"Tuff Shoes were a 'good make'. So was Electrolux. Marks & Spencer was the epitome of 'a good make'. The phrase referred to quality of design, manufacture and raw materials, as well as to reliability, customer-service and an overall trustworthiness."

But even far back in Simon's childhood years, good makes were being usurped. Simon explains that Tuff Shoes added the crucial factor of emotional differentiation. Only Tuff had animal tracks on the sole and a compass in the heel: appealing as much to the ten year old end-user as to the adult buyer.

In the view of the now grown-up brand consultant, that was more than 'a good make. That was a 'brand'. Appealing not just to the rational adult in all of us, but to the emotional ‘child’ in us too.

That understanding, and Simon's determination to keep his approach to branding very simple, has made his business a hit with small and medium enterprises in particular.

Recent client wins include start-ups, established small businesses with million pound turnovers, and larger organisations wanting to review their brand positioning without calling in huge (and expensive) brand agencies.

Simon explains: "Today virtually everything we consider buying is 'a good make', so quality of product or service is no longer enough. Now, whatever business you’re in, you’ve also got to tap into the emotions of your customers. And if you can do the latter you can short-circuit the whole rational-argument process.

"Marketeers refer frequently to “the misery of choice”. How do you choose between one bank and another, or one mobile phone provider and another? Try to do it by comparing rates or tariffs and you could drive yourself round the twist."

But a strong brand cuts right through the misery, says Simon. He gives the example of First Direct. In terms of its products First Direct isn’t much different from any other bank, yet its customers consistently tell others that it’s the best bank in the world: simply because when you phone First Direct you are answered by extraordinarily friendly people who give the distinct (and enjoyable) impression that they are actually interested in helping you.

"I am reliably informed," says Simon, "that several mobile phone networks provide better coverage than Orange. Yet Orange has the unique characteristic in the mobile marketplace of appearing to ‘mean’ something. The Orange brand is somehow optimistic, good-natured and positive. Hence, “the future’s bright”. And for many people that emotional sword cuts right through the coverage maps and the tariff charts to become the deciding factor."

Simon's point is that none of this is very complex: and needn't be very expensive. The secret is to get good advice, and to think carefully about your 'brand' means, rather than just how it looks.

"Whatever your business," says Simon, "by all means listen to Mum, be 'a good make', and never stop being so. But if you really want to fly, go beyond the rational, appeal to your customers’ emotions, and become a real ‘brand’."

To find about more more about Simon Middleton Company visit www.simonmiddleton.com

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