When we think of branding, Katharine Hepburn isn’t the first name that comes to mind, but this Hollywood legend had an internal wisdom about branding that inspires our thinking about how we brand companies today. Hepburn once said, “My greatest strength is common sense. I’m really a standard brand – like Campbell’s Soup or Baker’s chocolate.”
What did she mean by that? Hepburn was describing what differentiated her from other actresses of the time. She wasn’t trying to compete with the alluring Marilyn Monroe. She didn’t compare herself to her graceful co-star Ginger Rogers. She wasn’t vying for highly dramatic roles with Bette Davis.
When Hepburn branded herself as a “common sense” actress, she was saying she was the best at portraying characters that were relatable to the average person, and in fact, those are the roles that made her famous. For example, she was a highly acclaimed Jo March in Little Women but less successful as Mary Queen of Scotts. Through trial and error, she found her niche and branded herself accordingly. As a result, she had a long and highly lauded career, earning a record-breaking four Academy Awards for Best Actress!
By following Hepburn’s example, your company can find its niche in the marketplace today. Maybe you are a “common sense” brand like Campbell’s too. Perhaps you are the Mercedes Benz of banks or the Seventh Generation of builders. Just remember, branding isn’t an exercise in becoming what you want to be. It is honestly identifying your company strengths and owning them, developing them and communicating them to your audience.
If you would like help with branding from the experts at Priority Marketing, contact us today at 239-267-2638. You can learn more about our full-service marketing, advertising and public relations firm at www.PriorityMarketing.com.