Branding: Does it really matter?
A version of this piece previously appeared in Mojito Volume 1.2, the Mint eNewsletter.
Spoiler Alert: if I didn’t think branding mattered, I’d probably shut Mint down tomorrow and go into car or high-end audio sales.
Because of course it matters. And if you’ll excuse the length of the ramble below, I’d like to discuss some of the reasons why I think branding really matters.
No need to reinvent the wheel, here is branding giant Interbrand’s definition: “A brand is the sum of all expressions by which an entity (person, organization, company, business unit, city, nation, etc.) intends to be recognized.”
Think Coca-Cola versus a generic “cola” of the sort that was sold in grocery stores in the ’70s and ’80s (before stores started developing brands for their own products).
The Coca-Cola logo and can color distinguish the product on the shelf. As does the distinctive shape of its glass bottles (which I just discovered predates designer Raymond Loewy’s involvement).
My old “Target/Walmart” Chestnut…
Another example that I often trot out in discussions about branding with staff, clients, and prospects is Target and Walmart.
Target and Walmart are both “big box” stores…large retailers that sell a similar range of consumer products at a similar quality and price point. But to my eyes and ears, they couldn’t be more different.
Target simply feels more upscale to me. More fun. So given the choice, I will always shop at a Target over a Walmart — even if it is not as convenient. Who doesn’t love upscale fun?
Interestingly, I could argue that Walmart has changed its brand to be more like Target. A review of Walmart’s logo over the years seems to prove my point.
Walmart Logo 1992–2008
In this era, Walmart was all about saving money, rolling back prices, etc.
It wasn’t a very upscale environment. Because it didn’t have to be.
Target Logo 1973–2004
But then came Target, which was a regional player for years before expanding into its current national footprint. Target also offered great value. But a different (and to my sensibility, better) shopping experience.
Walmart Logo 2008
So then, Walmart shifted to a new logo. New store design. A new tone and manner. Dare I say, a whole new brand. A little more Target-like?
And keep in mind that this is just a logo…which one could argue is the tip of the spear when it comes to branding.
“Thanks for the history lesson, Al, bu you haven’t told me why branding matters yet.”
Well, yeah, I sort of have. Look back to where I made this point: “Given the choice, I will always shop at a Target over a Walmart — even if it is not as convenient.”
I can’t overstate the importance of this.
Branding can make the difference between a prospect choosing your product or service over a competitor’s. This is especially true for commodities where there is no meaningful differentiation in quality/cost/etc. Which I’d argue is true for Target and Walmart. I can get the same 12-pack of Duracell AA batteries at either store…but I’d rather buy them from Target. Mostly because I prefer the Target brand.
And we all want people to choose our product or service over others, right?
A word or two (hundred) about brand affinity. As well as a peek into my own brand affinities and overall ethos.
So, why do I prefer the Target brand? To be totally frank, it’s because it’s more in line with my personal sense of style. Literally and figuratively. Not that I am overly vain (about this sort of thing, at least) but I’d much rather be seen carrying a Target bag than a Walmart bag.
And the curious thing is that I’m not really into outwardly branded clothing. If I own a polo shirt (I prefer Lacoste, BTW), the logo is minimal. In fact, on one of the Lacoste shirts I have with a logo, the crocodile is the same color as the shirt fabric, rendering it all but invisible.
In short, the Target brand simply suits my personality and POV better. And I can make a list of similar affinities that have been built over the years. All of these affinities shape what, where, and how I buy most of the things I buy — i.e., who gets my money.
Here are some other brands that I prefer, and why.
Altra (Running Shoes): While similar in cushioning and price to the more common Hoka brand, the Altra brand is a little less common. Which is appealing to me, as I like to think of myself as slightly contrarian.
Beyond (Outerwear): This is a brand that was started by ex-Special Forces veterans, and it focuses on the importance of layering. I like their products because they just plain work, and — surprise, surprise — have minimal externally visible branding. No big “North Face” or “Arcteryx” or even “Mountain Hardware” logo for me.
Nespresso (Coffeemaker): We have used this capsule-based system since discovering it on a European vacation over a decade ago. People tend to lump Nespresso in with Keurig, but they are VERY different products and ecosystems. One thing that appeals to me a lot about Nespresso is that they have a free capsule recycling program.
Based on the above, I think it’s fair to say that I like things that are “just a little out of the ordinary”. Perhaps that’s how I feel about myself — or at the very least how I’d like people to think of me. And for that matter, of Mint.
The New Mint Brand.
Speaking of brands, we’ve got a new-ish one. After nearly 22 years of living under our original logo, look, and feel, we rebranded in 2024.
This is not something we did lightly. And if I’m being honest, I was reluctant in the beginning. I’m quite a nostalgic person and I hated to say goodbye to the logo that got us this far.
But it was time. And now that we are through the process and have launched our new brand to the public (after months of corporate soul-searching and work behind the scenes), I’m proud of our new visual identity and updated brand voice.
If people choose Mint over other agencies because of it, that has yet to be seen. But I remain hopeful that people will have an affinity for our new brand and the Fresh Thinking that stands behind it.
If you’ve made it to this point, thanks for reading. Have a comment or question — or even a disagreement — with anything above? Send me a note at al@mintadv.com.