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FunHaus: A New Way to (Re)View the New Whitney

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This post is the first in our new series “FunHaus” where we explore the people, places, and things we love.  Enter the FunHaus! 

“A new standard for online journalism,” commented Bencharif on the The New York Timesreview of the new Whitney Museum.

We couldn’t agree more. The review, if that’s still the right word for it, was a collaboration between writer Michael Kimmelman, a team of graphic artists, and the architect Renzo Piano – produced entirely without photography of the new museum. The goal was to “create a seamless experience that would leave readers with a greater understanding of the building than could be achieved in a more traditional story form,” wrote Graham Roberts, one of the graphic artists. Mission accomplished.

Architecture lends itself marvelously to video. It’s a visual medium, obviously, but also a kinetic one. Time is one of its components: buildings are designed to be moved through (see our recent post on architecture as experience by guest blogger and architectural historian, John Kriskiewicz). Designers looking to get their work published, even without photography, should consider creating similar fly-throughs with their existing 3-D models.

Kimmelman’s words are punctuated by several kinetic experiences. The reader/viewer passes through walls, zips backwards along an interior corridor, zooms in and out. The videos move fast, but one of the lovelier moments is a lingering slideshow of historic images of the uptown building.

No buttons to press, no links to follow; the experience is automatic. This curated approach is not to everyone’s taste. M Hagood in Brooklyn said, “I am giving up, because the design keeps hijacking my page and sending me off on a visual roller coaster. Look, I like design. I teach design. This is just a pain in the behind.” Overall, however, the reception was enthusiastic. Richard in Denver gets the last word: “The best review overall in decades.”

Virtual Architecture: Use Digital Media and Share the Experience

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The “experience” of architecture is multi-sensory. Visiting a building in person can evoke a complex set of stimuli and sensations, from how light enters the space to the way a stone floor “feels” beneath your feet. When it comes to promoting your work and trying to share this experience with the media, you can invite editors and journalists to visit in person. But how can you convey a similar experience of your project through other means?

Conducting a “virtual” tour of your project using video can be a great way to allow your audiences to experience your project. Even though your “guests” won’t physically inhabit the space, a virtual tour can provide an effective facsimile and may even entice them to visit in person.

Social media platforms that use video and live streaming can bring your projects to life and share them with a global audience. Users can virtually experience your project, and you can tell the building’s story in a three-dimensional way; this is something two-dimensional photographs can’t do.

Let’s look at a few ways you can share the experience of your projects with your fans, the media, and other audiences using digital and social media together.

Promote your project via a “virtual tour” using social media

Shoot a short video walkthrough of your project. Take the opportunity to highlight special features of the building. Next, post it on social media to give your audience an inside perspective of your project. This way, anyone can “visit” your project no matter where they are in the world. You can also send the video out to editors and writers as a way to introduce them to your project or even invite them to visit the project in person.

Online design publications love to post video because it generates clicks, so send them your virtual tour via direct Tweet; it’s a great way to get an editor’s attention. If you’ve planned a grand opening, in-person media tour, or other live event, a 30-second video posted to Twitter or a 15-second clip on Instagram can be an effective teaser to build interest in that event. Posting your video to all of your active social media platforms can generate broader interest in your project and give your firm greater exposure to a larger audience.

Use video to demonstrate special features

Using video, you can also highlight – and even demonstrate – important features of your project. For example, let’s say you your new project has a special daylighting system that adjusts windows and blinds to maximize the amount of natural light in the space. You can shoot a 30-second time-lapse video to show the movement of light within the space and how it changes throughout the day. This gives viewers a sense of what it’s like to visit and can encourage them to experience it first hand.

Hold a “virtual” media tour event via live streaming

Your favorite editor can’t make it to your live event? Then bring your live event to her! Using live-streaming apps like Periscope, you can share your media tours and grand openings with a wide online audience. Periscope blossomed from an idea that there is no better way to virtually experience a place in real-time than through live video. The best part is, you can download the app to your smart phone and carry it around with you during your event to share the experience of your new space with your viewers. Your viewers get to see what you want to show them, hear your thoughts about the design process and share in the live event; it’s as if they are there in person with you for a private tour.

While nothing will ever match what it’s like to inhabit a space first hand, experiencing architecture is no longer limited to visiting it in person. Because of new technologies, we can share and experience buildings, landscapes, and open spaces with anyone who can connect to the Internet from the comfort of their laptop or mobile device. So what are you waiting for? Get filming!

Communicate Your Work with Strong Architectural Photography

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Photography is an essential marketing tool for architects, but too many firms fall short on photographically documenting their buildings. Architectural photography has the ability to show a building “in action” — demonstrating how people use and live in it, showing off programmatic elements and telling the building’s story. But you should take care that the images you show to prospective clients, as well as those you post on your website and share on social media, communicate both your project’s success and your strengths as an architect.

Many of your prospective clients may never visit your projects in person, and they may never see your space alive, filled with human interaction, and performing as programmed. Nor will they experience the sensibility of the space: the sculptural height of a room, the carefully conceived wash of light against plaster, steel, or stone. They may not witness firsthand the painstaking detail of a stair. Words can describe, and your enthusiasm can excite, but it’s excellent photography that will truly help you tell the story of your project — and thus create more opportunities for your firm.

The success of your practice lies in the photographer’s ability to translate your architectural craft into vivid images that reflect your aspirations and bring your vision to life. You are paying for a photographer’s experience to interpret the geometry of a space, to combine proper equipment and post-production savvy to get that final, sublime still image. The art of a good architectural photographer lies in her translation of how the eye reads the lightness and shadow, foreground and background and the sensual detail of texture. Although the iPhone takes great photos, you would be selling your work short by relying on snapshots for project documentation. So there is real value in hiring the right photographer to document your work.

Take a moment to review the photographs you are using to represent your work. Look at them as if you are seeing your projects for the first – or only – time, solely based on these images. Are they strong, vibrant, as-if-you-were-there images? Or are they too dark, blurry, or have an off-color cast? Furthermore, do these images show the technical beauty of your space or building, yet fail to capture the human side of what happens there, leaving images that read cold and lifeless, devoid of people and activity?

 

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For me, what makes architectural photography really special is its potential to narrate a building’s story. Architecture has the capacity to affect society: to create better, more livable places and, thus, to improve lives. The challenge for the photographer is to reveal the building’s functionality and the social interactions of its users in a way that’s authentic and spatial. A good architectural photographer is not only a master technician, but also an excellent storyteller: she combines aesthetics with a journalistic eye so that captions are unnecessary.

When I shoot, I seek out spaces and places where people congregate, live, and work. To best capture the social side of the building, I try to inhabit the space for a while and watch the building function. From there, the challenge (and fun) is to capture a moment in the building’s life that represents how it looks every day, and to represent — to an individual who may never experience the project first-hand — how the architect and client envisioned it to function.

 

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Hiring a photographer is how you close out a project. The space has been realized, the fees received and the creative energy of the architect is leaning towards the next project. In some cases, you may never step back into the spaces that you’ve designed. Your future work depends on how your past projects market your architectural skill. So before you leave your space finished, hire a talented photographer who can accurately document your work, the energy with which you have imbued it and your vision that created it.

Aislinn Weidele is the Director of Creative Services for Hausman LLC and an expert in architectural photography and graphic design. Top image © Aislinn Weidele/Gotham Projects; second image © James Ewing Photography; bottom image © Michael Moran/OTTO

Worth a Thousand Words: Make a Photographic Impact on Social Media

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May is National Photography Month, so we are going to explore how you can use professional and snapshot photography to promote your firm and projects on social media.

Using photos and imagery in your social media will boost your company’s virtual presence, promote your projects, and engage your audience. In fact, Tweets with images get 2 times the engagement rate of those without them. The following are a few strategies for using photography to communicate about your work.

Tell a story with your photographs. Social media platforms allow you to take your audiences – clients, colleagues, potential clients, fans – on a story-telling journey. Your followers want to see snapshots of your projects at every stage, from design concept through completion. Showing them your process through photos is a great way to show them your personality as a designer, what your office culture is like, who your employees are, and so on. Tell them a story with the photographs that you upload on social media channels like Instagram and Twitter. For example, you can choose a collection of project photos that represent your firm’s signature style and post them as #signatureproject. Or you could choose a different photo every day of projects, people, and places that tell a story about your firm and its work as #photooftheday. Whatever you post, choose photos that tell a story and share them!

Build your virtual portfolio. You probably already have a portfolio of your projects on your website. But you can also use platforms like Pinterest or Instagram to create a virtual project portfolio on social media and use it as an active way to engage your audiences. For example, you can create a Pinterest board to show off all of your projects in one typology such as healthcare or cultural buildings. In fact, the more boards you create the more opportunities you create for other users to pin your photos to their boards. Showcase your projects, from renderings to final photography. Optimize all the images that you upload and remember to link back to your website.

Take control of your firm’s existing presence on platforms like Pinterest, where users may already be pinning images of your projects. Photos of your projects may already exist on other people’s Pinterest boards. Take control of those images by re-pining to your board and expand your audience by following other users who admire your work. This will not only increase your exposure but it will also build your network.

You can also create a virtual gallery on Twitter. You can tweet links to your gallery and use it as yet another way to engage your audience and promote your projects.

Show the evolution of a project. You do not have to wait until the completion of a project to promote it. The power of social media, specifically Instagram, allows you to keep the conversation going, from planning to completion. Instagram is a good platform that delivers informal snapshots to your audience and gives them the opportunity to follow, share, and comment as a project progresses. Use Instagram to take your audience through the journey of your project and capture moments throughout the life of the project to tell a story. Choose a project in the beginning stages of design and show it’s progress by posting photos as the project progresses from concept to construction through opening day. Your audience wants to see photos of behind-the-scenes (you could use a hashtag like #bts), events, and people. Always remember that it’s important to use hashtags because they allow your tweets to trend on other users Twitter feeds, sparking new conversations and re-tweets.

So, whether it’s an informal snapshot of your team hard at work on your next design or a professional photo of a completed building, remember that using photography on social media has huge potential to engage and grow your audience.

Make your Landscape Architecture PR Bloom in 5 Easy Steps

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April is Landscape Architecture Month, and the profession is in the spotlight. What can landscape architects do this Spring and throughout the year to get the attention of the media?

Landscapes take a long time to design and a long time to grow. Unless you’re Michael Van Valkenburgh, you probably don’t have a ribbon cutting every month. What can you do in between major milestones to stay in the news?

You don’t have to start a project campaign from scratch. If you’re working with an architect or engineer, then piggyback on their PR efforts. Engage with all members of your project’s design team to collaborate on press releases, award submissions, and project updates on participating firms’ websites and social media.

If your client is the owner or owner’s rep, suggest the same sort of collaboration to promote your project. This can be a sensitive area, so it may be helpful to set down the PR terms in the contract. If your side of the project is getting surprise media coverage, give your collaborators a chance to share the glory. Your generosity will strengthen your professional relationships with other team members.

But what if you’re on your own? Here are some specific ways to raise your visibility in the landscape design press and beyond:

Watch for trends and jump on the bandwagon. Three instances constitute a trend. For instance, a survey conducted by the ASLA revealed that sustainable, low maintenance designs are rated the most desirable. If you have any such projects in your portfolio, use the survey as the news hook to spread the word.

Grow your presence on social media. It’s not going away, and it’s not that hard. You may not land a project through a Tweet, but Twitter is where news breaks today. It’s where the journalists are. Pinterest is a great showcase for your residential work.

Connect your project with current events. Hillary Clinton’s announcement to run for president may not, on the surface, have much to do with placemaking – until you read this elegant commentary in ARCHITECT.

Become an expert for local news sources. Is there a flood or a drought in your town? Journalists will be looking for quotes from an expert on stormwater management or xeric landscapes. Make sure you’re their contacts list.

Create your own newsworthy event. Curate an exhibition on landscapes or design at the local library or gallery. Organize a fundraiser for an earth-friendly charity. Do a pro-bono project for a school, center of worship, or charitable organization.

Don’t forget to use the resources of the ASLA and its amazing team of public relations professionals who, like you, are out to promote the profession. If you’re not a member, join. Call and introduce yourself. Ask for advice. Ask if they have a media list they could share with you. Are they working on a pitch that your firm could contribute to?

Above all, if you’re getting coverage, don’t sit back and bask: mine it! News begets news. Email links to other journalists, clients, would-be clients, colleagues. Send newsletters. Update your website. Post to social media. Shine your light!

Five things to stop saying in your press releases

Public Relations Nightmare Ahead SignSome of the most needless words in press releases are also the most common.

Many wasted words are holdovers from the early days of PR, when press releases were written on stone tablets. Others are borrowed from the corporate jargon that emerged since the advent of the corporate website.

It’s not just the words but also the number of them that are strung together to say so little. The elements of a bad press release are so familiar that they seem obligatory. And therein lies the problem. Like a virus, they never die.

Here are five common flaws to avoid.

For immediate release.  Stop the presses! A company just issued a press release. This line often tops releases. In most cases, the sense of urgency is a bit overblown. It’s an old joke in newsrooms to hold a printout as if it’s hot coal, saying “hot off the press” or something silly like that. You can get off to a better start by removing this piece of old furniture.

We are excited. We’ve all seen the “we are excited” quote so many times that it is easy to fall into the trap of sounding just like all the other excited people quoted in press releases the world over.

Whether you are thrilled, delighted or ecstatic is beside the point. Instead, make an appeal to the emotions of your readers. Why is your news interesting, important or beneficial to them?

Innovative solutions. This corporate phrase has done its duty and has earned its retirement. It conjures stock images of smiling office workers pointing at computer screens in a brightly lit office on the homepage of a once stylish website that’s due for an update.

If you think about it, all companies are in the business of providing solutions. Except for companies that are in the business of creating problems. And we know how well that goes. Instead, tell people what your company does and why it is good for them.

The self-aggrandizing quote. “We are thrilled about our exciting innovation, which is just the latest example of our company’s preeminent position in the solutions industry. It is no wonder we are the market leader in the thing that we do,” said Brag Toomuch, CEO of Boring & Bland.

Don’t be that guy. Use quotes as an opportunity to explain the big-picture significance of your announcement. Why does it matter to the world outside of your headquarters?

Continued on page three. There is no page three. The optimal length of a press release is one page. Two pages is a pardonable offense. Press releases are often written by committee. Passages get added as the work moves up the chain. Aim for one page. Accept the reality of two. Save page three for the “urgent, exciting, solutions” that you’ve “proudly” avoided.

 

Doctor in the Haus: High-Riser

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Dear Doctor,

 

Our firm just completed one of the highest profile projects in our 15-year history – it’s a 30-story residential tower – and it’s also one of the best projects that the firm has ever done. As the design partner on the project, I want to get as much coverage in the press as we can. In particular, I’d like to get the project on the radar of architecture critics and the design press. So, my question is, how do we make these connections? Do we go to one person first, or should we submit it to everyone and see who writes about it? Our internal marketing and PR team has varying opinions on our best approach, and I need to make a decision. Can you help?

 

Signed,

High-Riser

 

Well, Mr. High-Riser (or Ms. High-Riser, as the case may be!), first, I want to congratulate you on a job well done! As you know, the Doctor is not an architect, but she knows how hard you and your teams work on your buildings. It is no small feat. Look, I am currently renovating my apartment, and you would think it was as complicated as building the Burj Khalifa – and it seems to be taking just as long (sigh!). Ah, but I digress. The good Doctor wants to talk about YOU.

So, look, there are a number of ways to connect to the design press. It’s important to have a good project, as you do – so, you are already starting off on the right foot! Also make sure that you invest in good photography, because you want to show your project to best advantage. For more tips on that subject, check out architectural photographer Brad Feinknopf’s post on our blog.

As for reaching out to the press, you should certainly send out a press release, which can get you great coverage. Put together a smart, targeted list of contacts in the design press (print and online) and also make sure you include all your different audiences. For example, you want to send out the release to residential publications and real estate reporters as well as design reporters. If there is a sustainability story, put those publications on your list as well.

But! Remember that press are people, too. How would you like to get a mass e-mail? Believe me, the press gets tons of them. It’s like getting a recorded phone message from a political candidate right before an election. That fools no one! So, if you really want to connect with a critic, then the Doctor suggests that you handpick your favorite or favorites. And I’m sure that I don’t need to tell you that all critics are not created equal. For example, you will want to reach out to local critics who have written about tall buildings and/or residential buildings – these will probably be most receptive to your project. Target one person first. Give the writer a quick overview of the project and highlight the most important things. Be clear, compelling and succinct. I mean, in this day and age, who has time to read?

If he or she doesn’t bite (give your first choice a reasonable amount of time to consider the project), then go onto the next. You don’t want to promise the same project to two publications. I know this can be tough, but it’s really the right thing to do. It’s often the same with design magazines, such as Architectural Record and Metropolis: they’ll want an exclusive story – and you can’t blame them for that, especially if you have a great project! On the up side, make sure you build a good relationship from the start and then keep the good work coming!

Test Your Knowledge: PR Pop Quiz

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There’s no better way to start the New Year off than perfecting your firm’s PR strategy. The first step to improving your firm’s communications plan is developing a clearer understanding of what PR is and what it can do for you. We’ve put together a mini pop quiz of several common misconceptions of PR. How well do you think you’ll score? Take our quiz below to find out.

True or False: Use as many social media platforms as possible to promote your projects.

FALSE. Social media may appear daunting at first, especially when it seems like new platforms are launching everyday. It may be tempting to set up as many profiles as possible in the hopes of reaching a wider audience. However, there’s a reason the phrase “less is more” can be applied to most situations and social media is no exception. It’s important to choose the platforms that will best reach your target audiences. Factors to consider include the amount of time you will spend updating your profiles and also which ones your target audience will be using most frequently. For example, Instagram would be ideal for showing your firm’s creativity through images or short videos as a way to engage with your audience. Remember that it’s the way you use your social media platforms that matter, not how many you use.

True or False: Designing a great building means your firm will get noticed immediately.

FALSE. Your latest project may be the best work your firm has ever done, but that doesn’t guarantee that you will get top press coverage overnight. Quality press coverage requires solid strategy. Developing an effective PR campaign for your firm and projects takes time and starts months before the actual completion date. Getting the word out about your work should start long before the project is finished, so it is helpful to establish a schedule for all press related activities. For instance, update your social media profiles regularly with photos of the project on its way to completion or alert the press to key milestones during the construction process. Sending out a media alert or press release about your project’s topping out or groundbreaking can be an effective way to getting media attention well in advance of the project’s completion.

True or False: If an editor doesn’t answer your follow up about a project, it’s helpful to reach out again.

TRUE. If an editor hasn’t answered your follow up about your latest project, it doesn’t automatically mean they’re not interested. Editors are extremely busy people, and many receive hundreds of emails a day. The key to grabbing an editor’s attention is to find new ways of pitching your project; don’t just repeat the content of your last email. Remember to keep your emails concise. Make the most important information easy to find by leading with it or putting it in the first few sentences.

True or False: Social media is impersonal and time consuming.

FALSE. Social media offers a great advantage in showcasing your firm’s personality by engaging your target audiences with a quick “behind the scenes” look at your firm. You can offer brief and personable updates—providing insight into your firm and work—that don’t need to follow the formalities of press releases or media alerts. For example, tweet about what stage your latest project is in or update your LinkedIn with a status on the latest conference at which you’ll be speaking. Updating your profiles just once a day or a few times a week takes only a couple minutes out of your day, but can help keep your firm’s name top-of-mind with clients and target audiences.

True or False: Developing relationships with the media is not as important as sending out lots of press releases.

FALSE. To create meaningful exposure for your projects, quality content is essential, not the number of press releases you send out. It’s important to keep in mind that while reporters might not cover a story the first time you pitch to them, maintaining regular contact with them can help lead to an exclusive story down the line. That’s why building a professional network of media contacts is so important if you want to get the right kind of press. By establishing a solid rapport with an editor, it will increase the odds that he or she will remember you the next time they’re looking for a story on a specific type of project.

 

 

 

Resolutions for Better Branding in 2015

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The New Year is only days away! While you’re making your list of personal resolutions, why not take this opportunity to think about what you can do to improve your business next year? Since our theme for December was branding, we’ve put together some resolutions that you can enact in 2015 to strengthen yours. To take your brand to the next level in the coming year, resolve to:

Analyze. Conduct a one-day workshop with your firm’s key leadership to analyze all available information about your company. Review everything from your mission statement and core values, to your list of services and marketing initiatives to date.

Use this workshop to help define/re-define your brand. For example, through discussion you may find that being a trusted advisor is an important value to you, your team and your clients, but your published list of core values doesn’t mention it. Try to find other areas where your messaging and branding do not accurately portray your firm’s values or identity.

A review of your website and other visual marketing materials, such as your logo, may also be helpful. Are they effective? Do they express your firm’s identity? Pinpoint what could be improved upon or changed entirely. After this meeting, use the information you have gathered to tweak, adjust, and further define your brand, messaging, and marketing materials.

Discover. Perform some in-depth research and analysis to understand your firm’s respective markets and services, including interviews with your firm’s key leadership and clients, audits of your visual marketing materials and website, and a review of your competition’s brands.

Internal interviews help you better understand how your team is talking about your firm, and how they are presenting your brand to clients and prospects. Client interviews will help you understand how they perceive your firm and services in the marketplace.

Finally, take a look at what your competition’s brands are like and how they are perceived in the marketplace. What are successful elements of your competition’s brands? How can you present your firm in a different, more effective way than they do?

Communicate. Following your brand analysis, interviews and audits, reconvene your team to discuss what you’ve learned about your firm, your competition, target audiences, and internal/external perceptions of the company. Use this information to develop new internal and external messaging, including a new or revised mission statement for your firm, a tagline, and key messages for different audiences and regions. Decide what you’re going to do to strengthen your firm’s visual brand identity – including changes or updates to your website, logo, and marketing materials. (If you don’t have the services in-house, consulting a graphic designer can be very helpful at this stage.)

Strategize. Next, develop a new strategy for your new brand. Determine which clients and market sectors you are going to target with your new branding. Maybe you find that your target audiences have changed over time, and the majority of your work is coming from a different sector than you had originally targeted. Develop a strategy to adjust your marketing focus and reach your new target audiences through revised messaging, social media, visual marketing, and other business development initiatives.

Activate. Take action with your new brand! Make sure your new mission statement and core values are prominently displayed on your website. Launch a new digital marketing campaign to announce your new branding with an e-blast newsletter series. Start a blog and focus your posts on topics that are of interest to your target audiences. Display your tagline on all company e-mails and marketing. Reinforce your key messages in all your correspondence, social media, and marketing materials.

While defining your brand is not a simple task, it is essential to your long-term success. Just as with all New Year’s resolutions, if you’re consistent and take our suggestions step-by-step, you’ll be well on your way to a strong, effective brand and a prosperous 2015. Happy New Year from all of us at Hausman LLC!

 

 

 

Why Santa Claus is the best brand ever – and what you can learn from him

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As Andy Williams’ iconic holiday song goes, it’s “the most wonderful time of the year” once again! This month, our topic is branding, so we thought we’d discuss one of the strongest brands ever – Santa Claus. We can all learn a lot about branding from Ol’ St. Nick and we’re going tell you why.

What makes Santa so special? Certainly, his enchanted sleigh pulled by eight flying reindeer– make that nine, including Rudolph – is one sweet ride. He’s obviously got his logistics and technology in sync, with throngs of magic elves to staff his manufacturing and deliveries. UK ad agency, Quietroom, has produced a fantastic spoof brand book, outlining the formula and guidelines the jolly old elf might have developed to solidify his magnanimous brand power. But there’s more to Santa than all those jingle bells and whistles, and all joking aside, there are several reasons why Santa Claus really is a strong brand.

First off, let’s define what a brand is. In a recent article, Forbes contributor, Jerry McLaughlin writes that a brand is “the perception someone holds in their head about you, a product, a service, an organization, a cause, or an idea.” To build a solid brand, he explains, you need three key components:  what, how and feeling.

With Santa, the “what,” or in his case “who,” isn’t hard to define. In the most basic, perfunctory of definitions, he brings gifts to good children on Christmas Eve; he’s a service provider. But beyond that, it’s very clear who he is, what his mission is and the values he stands for.

Santa is the embodiment of generosity, goodwill, and the spirit of giving.   He’s tirelessly dedicated to his mission, and he consistently exercises fairness in judgment. These qualities clearly express who he is and what he stands for and they define his identity. As a result, his brand resonates with people from all over the world.

And how does he accomplish this solid brand identity? Well, one way he does it is by being consistent. With Santa, you always know what you’re going to get: a jolly, happy, loving, giving, magical old guy. He’s friendly to everyone and everyone wants to be his friend; not just because he brings gifts, but because he’s, well, authentically himself. He’s eternally both child-like and fatherly at once, a character whose warmth and charm are gifts in themselves. And no matter what the temperature outside, he wears the same signature uniform that’s instantly recognizable from Sydney to San Francisco, Bombay to Buenos Aires, or Milwaukee to Moscow. Even celebrities understand the benefit of mimicking his brand. When was the last time you saw Mariah Carey – the undisputed Queen of Christmas – dressed as the Ghost of Christmas Future? Even in fishnet stockings and a short skirt, a Santa hat can make any dicey diva seem wholesome.

Lastly, his brand is palpable and it creates a positive feeling in his target audiences – parents, little kids, teens, old folks, everyone. His image is the ultimate warm-fuzzy-inducer to kids of every age, for a range of reasons from naïveté to nostalgia. It’s no surprise that commercial companies and charitable organizations from Coca-Cola to The Salvation Army use his image to sell their products and raise billions in charitable funds. And even though you rarely see him in person – and even then, only once a year – you know you can count on him. He’s dependable and that creates a sense of security and a feeling of familiarity and deep satisfaction.

So the next time you see him at the mall, or lit up by a million lights on someone’s front yard, contemplate the notion that Santa may very well be the world’s most effective brand. Then, think about how you can become more like him: Define who you are and what you stand for. Differentiate yourself from your competition. Be dependably consistent with your messages. Build emotional connections with your target audiences that will, in turn, create a positive feeling that they will associate with you and what you do. We always knew Santa was a great role model.   Who knew he was a great brand model too! Happy Holidays and happy brand building in 2015!

 

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