Don’t Shoot Your Brand In the Foot

So, my 12 year-old son, AJ, has become involved in shooting sports, specifically “3-Gun”, where he uses a rifle, shotgun and pistol on a timed course. As he just finished his first “real” competition this weekend with over 400 competitors (mostly men), I found myself thinking about those who are extremely nervous around guns – and the whole idea of shooting sports for kids like AJ. In my quirky, creative way I started relating it to branding. (Yea, weird, I know.) Just humor me.

1. TRUST: Start with someone you trust.  My husband, Steve, grew up hunting, was an expert marksman in the military and has been around guns his whole life. (Unlike me.) He knows them like the back of his hand. I 100%, completely, without reservation, trust him and his ability to keep AJ safe and teach him the sport. The same applies in branding. The first step is to find someone you trust. A marketing partner that has experience and your best interests at heart to keep your brand safe.
2. RESPECT: This is huge. I’ve told people that when AJ “gears up” either to practice or compete, he is like a totally different person. He goes from being a goofy pre-teen to an adult. He’s serious, careful, intentional and most of all respectful of the adults he is learning from and the power of the weapons he is handling.  He knows that this is not playtime. A brand is a company’s most powerful weapon. It needs to be treated with respect and handled with care.
3. THE RIGHT FIT: AJ has fired several different types and models of guns. And one thing I learned is that the gun needs to fit the shooter. AJ has smaller than average hands, so for example, if a pistol is too large, it will feel awkward and will cause him problems in competition and hinder success. The same applies in branding. Your brand needs to “fit” your company. If it doesn’t, it will feel awkward, cause you problems and hinder your success.
4. AIM: One of the rules in competition is the 180 Rule. The competitor may not point his weapon past 90 degrees to his left or his right. If he does, he is automatically eliminated. AJ knows the only thing the gun should ever be pointed at is a target on the course. Same with branding—figure out what your target is and shoot for that. Some brands are very niche, like Tom’s Shoes. But even big box stores like Target, who you might say goes after everyone, has as specific target market. If you try to catch too much, your brand will be all over the place. And that’s dangerous.
5. SAFEGUARD IT: We have a large gun safe in our house. And we don’t leave guns lying around. The only time AJ is allowed to handle a firearm is when Steve is with him. The same safeguarding needs to go with a brand. Typically, companies create a document called a Brand Standards or Brand Guidelines. This document outlines their brand so people using it may use it correctly and “safely.” Most companies even require permission to use the logo or brand representation—their way to make sure it’s being used properly.

I did not grow up around guns. I wouldn’t say I was TAUGHT to be afraid of them, but that’s just what happened. After some education and experience around them, I see that it’s the improper handling of them that makes them dangerous. So take a look at your brand. Do you have one? Are you respecting it? Safeguarding it? Is it aimed at the right target? Creative Noggin knows brands and we love helping companies build powerful ones.

Trish Rawls