Pure Michigan or should I say Pure Branding!

This summer my family relocated to Rhode Island from New York.  While transitioning we put in a lot of windshield time going back and forth!  To pass the time on the road my daughter and I started playing the license plate game, always looking for new states (the most rare one so far, Prince Edward Island!).  We continue to do this, always looking for the last few states.  Today I spotted Michigan, yes I play the game by myself.....  

I was struck by the simple message on top “Pure Michigan”.  I am sure everyone reading this post knows this an advertising campaign started by the state back in 2006.  It is also the “Brand” created by Travel Michigan.   In 2013, new license plates became available with the same branding.  They are also carrying this message on retail products and their highways.

So….. “Pure Michigan” is a great example of successful branding (even my new home state is attempting to file suit “Beautiful Rhode Island”), but it got me thinking.  Why aren’t more businesses better at branding?  Limited resources?  Maybe, bigger marketing budgets can mean more marketing but not necessarily better marketing. 

The definition of “Brand” or “Branding” simple put is something that distinguishes yourself from your competition.  Spending lots of money on a logo and plastering it all over the place does not constitute good branding.

In my opinion good branding starts with three simple steps.  The first, understanding your customers.  Then, figuring out what your business offers that is important to your customers.  And lastly, finding the one thing that your business offers (that is important to your customers) that your competition does not.  Once you have done this work you can then begin to establish your “Brand”.   

So many people skip this process but it is an important one.  It is the jumping off point from which all of your businesses decisions and marketing can now begin.  You should use this “one thing” to create your logo and tag line but don’t forget your actions or how your business operates.  You want to make sure it is carried all the way through your business; down to your employees (if you are lucky enough to have some) not just you’re advertising. 

I am a firm believer that even small budgets can have great marketing.  It is not how much you spend it is how well you spend it…. With the right groundwork and follow through any business can create “Pure” branding.