November 5, 2019

Here’s what “living the brand” really means.

There’s a store in Brooklyn called The Superhero Supply Co, which sells – among other things – a fine selection of capes, cans of antimatter (sizes: large and small), and sidekick utility belts (assorted colors).  It’s not a party/costume store, where you’d go to buy a signature Captain America shield or Wonder Woman golden lasso.  It’s where a REAL superhero would shop for his/her OWN gear.  Quite literally… a supply store for superheroes.

Until you get to the shelving on the left side of the back wall.

Brooklyn Superhero Supply Co hidden doorOne section of the fully-stocked shelves actually swings out (if you know the trick) as a secret door.  What’s behind the secret door?  A classroom, where kids can experience workshops to foster their creative writing and imaginative thinking skills.  There are evening and weekend sessions for kids aged 6 – 18, and they also offer after-school programs, host school field trips, and more.

Think about this:  the entire purpose of this business is to inspire kids to release and cultivate their imagination.  Would this be possible in an ordinary classroom?  Sure.  Is it 10,000 times more effective in a hidden classroom that’s the secret identity of a store that sells supplies to superheroes?  Duh.  Their imagination is sparked before that hidden door even finishes swinging open.

THAT is what “living the brand” really means.

It’s not about having a carefully-crafted mission statement and/or brand positioning written down on paper…it’s about how that mission and positioning come to life at all touchpoints of interaction with your audience.  It’s not saying you’re something.  It’s being that something.  As the ol’ saying goes… walking the walk, not just talking the talk.

Let this magical place inspire you to evaluate your OWN state of “living the brand.”

We see brand-disconnects all the time in the tourism industry, such as…

  • Hotels that say they’re gracious, yet nickel and dime guests with fees at every turn.
  • Destinations that say they’re artsy, yet feature boring, standard wayfinding tools onsite and online.
  • Ski resorts that say they’re edgy and epic, yet offer typical F&B options and vanilla interior design.
  • Attractions that say they’re fun, yet make ticket-purchasing and parking acutely painful.

Listen…I get it, it’s hard to live the brand.  Who wants to give up fees?  Or convince owners to invest in renovations?  Or fight town councils on signage regulations?  Or – WTF, Chris? – figure out a way to make parking fun?

But “living the brand” makes marketing’s job less expensive and more effective.  Your marketing dollars will have to work less hard to keep guests tethered, and – even better – transforms them into ambassadors, inspired to share your story with the world.

You may think it’s no big deal if you’re not living the brand at every single turn, but each off-brand touchpoint is sabotaging your trust with guests.  And an erosion of trust sabotages loyalty.  And a lack of loyalty ultimately means…buh-bye.

So, even if the step-by-step impact is intangible to measure and impossible to trace, living the brand is vital to your business goals.  Strap on your own cape and find a way.  The ROI is worth it.

For more information about the creative engine behind the Superhero Supply Co, click here.  Superheroes in Brooklyn, big foot hunters in Boston, secret agents in Chicago, time travelers in LA, and many more…the business concept is just pure magic.