Brand Like A Bridge
This week I give you 5 branding concepts that we can learn from the bridges of the world.
I start with a bonus tip, and that is that every good brand (like a bridge) needs to serve a purpose or solve a problem. If you aren't sure about the problem that your brand is solving or the need you are filling, then some deep thinking is in order!
#1 Design - Any bridge that will stand the test of time needs an experienced architect, you don't just figure it out as you go... The same for your brand, it pays off to have a plan and to have an experienced "architect" to help you design that plan.
#2 Execution - Here's where we start to actually build the bridge. The craftsmen go to work, and just like a bridge builder, you get an opportunity EVERY SINGLE DAY to build your brand. It's not just in the big picture strategic things, but also in the seemingly mundane aspects of the business, like how you greet someone walking into the store, or the way that your invoices look.
#3 Be Memorable - Whether you are a local darling (like the 3rd street bridge), or have aspirations of becoming a global icon (like the Golden Gate), it's important to make your brand memorable, differentiate it from others in your space, and to showcase your unique value proposition. (Thanks to Jonny Rogers https://www.instagram.com/jpr.photos for the Tower Bridge shot)
#4 Delight - I use the example of The Bay Lights, the LED light installation on the SF Bay Bridge that has delighted millions... And while I was down there to film some footage of it, I managed to capture some great shots of two poi (fire) dancers - https://www.instagram.com/aa_ron_z and https://www.instagram.com/lillq that are sure to delight YOU while watching...
#5 Connect - Perhaps the most important purpose that a bridge serves is to connect! Three ways your brand can connect are with your customers and clients, connecting your audience or fans with each other, and through providing them with opportunities.
A couple of bonus fire dancer screen grabs from Tip #4 in the video:
