The Chameleon; Master of Branding
I see Branding as giving undisputed identity, revealing unique DNA of a product or service. It is assigning character to a brand, giving insight on how a product or service will be part of humanity to solve problems. It is the answer to why a product is in existence.
Life experience has taught me that interaction among humans at least is based upon perception. What comes to mind when I step up to you wearing a power Ozwald Boateng suit, Polo shirt, tie, a TAG Heuer watch, and a pair of Italian shoes or when I am wearing a t-shirt, a Yankee cap worn front backwards, along with a pair of stained jeans and Jordan sneakers? Different perceptions will be formed about me based on the different dress appearances. That is what branding does, it dresses a product or service to appear in a specific way to appeal to a particular group of people intended or targeted. Surfing on that wave of thought it is almost safe to say branding is somewhat of a stylist.
If we were using the fluid concept, looking at image and nature of a product or service, where would you start, would you start from the “image” you want to portray or from the “nature” of the product itself? Which one of the two would take form of the other, the image to be conveyed or the basic intrinsic nature of the product or service? Of course factors like quality, performance, reliability e.t.c will come into play but with them being constant I believe beginning with the basic nature of the product or service is ideal since this perspective reveals that rare authenticity of a product or service which in turn will build trust which is critical in gaining consumers’ loyalty.
A Chameleon by nature reads its environment and adapts accordingly to its surroundings. Colour change signals a chameleon’s physiological condition and intentions towards other chameleons. Chameleons tend to show darker colours when angered, or attempting to scare or intimidate others. Males show lighter, multicoloured patterns when courting females, and that is where I draw an analogy between chameleons and branding. A chameleon’s change of colour might point at ambiguity which may be seen as confused positioning. But if you look closely, it points at a chameleon’s honesty and being true to its nature, which is who it is and what it does when in interaction with its environment, “peers” and solving problems.
A chameleon studies its surroundings and identifies problems, this is research in branding. It changes colour as a reaction to solve problems and to attract its targeted female when courting. Translated to branding this can be seen as segmentation of a market by picking a demographic to appeal to based on various segmentation characteristics and creating strategy to appeal to the targeted audience.
A chameleon’s ability to adapt to given circumstances in its environment to unequivocally distinguish itself, attract and solve problems thus positioning it’s self as possessing such qualities gives it the title of Master of Branding.