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#IVAN PAVLOV DOG HOW TO#

That's because branding comes down to associating a name with a unique, meaningful benefit.

#IVAN PAVLOV DOG HOW TO#

Your staff should be able to proclaim: "We know how to be the brand."īranding is about conditioning your staff to deliver your brand promise consistently, and then creating a conditioned response in your customers and prospects.

Your objective is to reach an internal "We get it!" Your staff should know what your brand stands for and how they, as team members, can deliver your brand experience consistently across all customer touch points.

They won't need a cookbook for your brand recipe because they already know the ingredients-a new culture, a new set of behaviors. Simply teaching staff new buzzwords doesn't cut it.

Give your team an innate sense of the brand.

These workers finally understood their role in the bigger picture. Once this attribute of the brand was highlighted as an element worth differentiating on, the maintenance crew and groundskeepers finally understood why the "menial" jobs they performed were so important to delivering on the brand promise of the organization in a consistent way. One company I consulted with was known for the cleanliness of its facilities. You need to give them a context for their actions.

People also need to understand where they fit into the whole and why it matters.

So make your recipe an easy one with not too many ingredients. Your staff needs to know your "brand recipe" by heart so they can act on it instinctively.

This "brand driver" or mantra serves as a sort of rallying cry. Think Disney (Fun Family Entertainment) or Nike (Authentic Athletic Performance). Your brand idea should be really simple, so capture the spirit of what your brand stands for in as few words as possible. Be clear about what you want to communicate.The key to developing and delivering a consistent brand experience is to make sure your staff is on board, along with other stakeholders, such as board members, key vendors, and those who are in contact with customers. So if you want to build a strong brand, establish a positive expectation and then consistently fulfill it. The most successful brands promise that they will deliver their offerings in a specific manner welcomed by a target market, and (here's the Pavlovian part) they keep their promise over and over again. Ringing of the bell creates an expectation x the emotional anticipation of that expectation = salivating canineīranding, then, is nothing more, and nothing less, than developing and delivering an expectation. Prediction of what to expect x emotional power of that expectation = a brand Here is Seth Godin's formula for building a brand: That promise gets reinforced every time your target audience comes in contact with you or your business, but only if you consistently follow through. Your brand is your assurance about who you are and what benefits you deliver. It's been said that a brand is a promise wrapped in an experience it's actually a consistent promise wrapped in a consistent experience. To anchor that conditioned response, he followed the ringing with the food. When Pavlov rang the bell, he didn't withhold the food (the reward). So it is with delivering your brand.Ĭonsistency is about creating a self reinforcing loop in which you define your brand incrementally through every customer touch point.Ģ. He consistently used a bell to condition his test subjects to react a certain way when they heard that ringing. He didn't change from a bell to a whistle and then switch to a horn. Two Important Branding Lessons From Pavlovġ. When I see the distinctively shapely Coca-Cola bottle, for example, all my experiences with Coke-refreshment, summers of my youth, Captain Morgan rum, and more-flood into my brain and my conditioned reflex informs my decision-making. When we hear a name, see a logo, whiff a particular scent, or encounter a sensation, we are conditioned-based on our previous experiences with those things-to respond in a specific way. That same principle is at work in branding. Soon, all Pavlov had to do was ring the bell and the dogs' saliva flow increased. In simple terms: Pavlov would ring a bell prior to feeding his dogs (his test subjects) the dogs were quickly conditioned and came to associate the ringing of the bell with the presentation of food. We all remember learning about the famous psychological experiments in conditioned reflex performed by Ivan Petrovich Pavlov around the turn of the previous century.