What Is The Similarity Between A Poop Spray & An American Icon?
If there is one thing I loved about my apartment in Jakarta…it’s the helipad:
Especially when it’s windy, and trust me, there is nothing as peaceful and refreshing as lying down on the helipad, listening to some Pink Floyd as the wind blows around you.
I have a question for you: What is the dictionary definition of Branding?
“The process involved in creating a unique name and image for a product in the consumers’ mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.”
So let’s simplify this with an example.
Long time readers may already know of my love for this product…but in any case…just check it out:
In case you skipped it and didn’t watch the video…do so.
If you have watched it already, then watch it again…and again…and again.
It is simply the best branding I have ever seen in my life.
Let’s look at the product now shall we:
It is a toilet spray which makes your sh*t not stink.
I mean forget about selling a million bottles. This product had no business being as popular as it eventually became.
But it did. And there is only one reason behind it.
Simple yet genius marketing.
They followed the textbook step-by-step. And if anyone ever asks me what good marketing looks like, then this is the product that I show them.
Which often leads to the same tired old jokes.
“Hahhaha Sai you must use it a lot, right?”
“Hhahaha, no I don’t..but such an original and funny joke that was hahahaha!!”
So, let’s see what Poo Pourri did:
1. The defined their niche. Young women who care about their social perception. Your Uncle Tony doesn’t care about what his poop smells like.
2. They gave them a unique product that nobody else was delivering. I mean it doesn’t get more unique than a spray specifically designed to make your poop not stink now does it?
Now comes the juicy bit of their marketing.
They did something that elevates a simple business into a whole other level.
Let me rephrase that….AMAZING BRANDING.
The one thing that Poo Pourri did AMAZINGLY was their Branding.
The thing is that they took such a unique approach to their product.
When you think about a poop spray, the word “class” would be the furthest thing from your mind.
But the way they presented their product in such a classy manner that you can’t help but appreciate it.
Instead of thinking “Wow! This is disgusting.”
You think..”Hmm it’s not so bad..might as well buy one.”
And here is another thing about them…they don’t take themselves too seriously.
They realize that their product might be a little ridiculous… and they openly indulge in some awesome self-deprecating humour.
And when you pull of self-deprecation properly, you become more endearing.
And how well has it paid off?
Not only have they sold more than 4 million bottles….they have an Amazon approval rating of 4.8.
Which is EVEN higher than the iPhone 5!
Now that is absolutely remarkable.
In fact…it’s one of the many lessons you will learn in your time as an Entrepreneur. Being a truly successful entrepreneur means that you will have to take some steps in a path that doesn’t really make sense.
Now let’s look at another product and see how brilliant branding can turn a simple product into an enduring American icon.
Originally, the lighter was created to shield the flame from the wind when you light up a cigarette.
Ok…that’s useful…but how the hell does this concept turn into a >$300 million business?
What’s the secret behind it? It’s pretty simple.
A Zippo lighter SCREAMS masculinity.
It embodies the concept of being a rebel without a cause.
It is what Clint Eastwood uses to light his cigar after he is done shooting the bad guys.
It is what Frank Sinatra uses to light his Sparrows after he is done charming the ladies.
It represents an ideal…an ideal that all men wish to live up to.
It represents raw masculinity. Simply speaking, it’s cool.
And that’s the reason why it’s not really surprising that some non-smokers own a Zippo as well.
It’s a must have… you are less of a man for not having it (at least that’s how they want to put it).
This is the magic of branding. How a simple lighter became an American Icon and a multi, multimillion-dollar industry.
Being a coach, and most importantly a businessman, YES, if you want to be a successful coach, then you NEED to think of yourself as a businessman now. You need to think of creating a brand that transcends everything.
A brand that will be globally recognized.
Anyway…so, here is a lesson on Branding from a poop spray and a lighter. (Not a sentence I thought I will ever use in my life)
- Identify what your audience needs, no matter how obscure and trivial it may be.
- Give your program some personality and oomph. That beautifully designed bottle? That British accent in the ad? That sleekly designed lighter case?
- Have some fun. You don’t need to take your brand so seriously. Have fun with it. That sense of fun is super contagious.
- Make your product something that will make people feel stupid (or less) for not having it. (That’s pretty much how Apple and Zippo work).
So take a good look at your program, check out the pointers that I have given here and then decide how you plan to brand.