Tag Archives: brand definition

I am a third-generation, dyed-in-the-wool Minnesota Vikings fan. I grew up with Vikings games playing at BOTH of my grandparents houses. My mom’s parents have a Vikings poster hanging in their upstairs hallway, which I always found incredibly hip of them! Dad took me and my sister to watch games when the Vikings were playing in Texas. My first date with my husband was watching the Vikings.

I’M A FAN.

I have always expressed my loyalty for my beloved Vikings, so it’s no surprise that my husband and I attended Sunday’s divisional playoff game. And it was a game for the ages. The “Minneapolis Miracle” will go down in NFL lore. Despite seeing it in person, I have watched this video almost 50 times since Sunday, and it still makes my face explode in joy, pride and tears of pure happiness.

At this point, you might be wondering why a marketing agency blogger is waxing on about her beloved football team. I’ll tell you why. Branding. Look closely at the NFL. Every single team that plays in the NFL is a picture-perfect brand model.

Logo

The Minnesota Vikings logo is a depiction of, well, a Viking. It is unique, memorable, timeless, and versatile. And it clearly articulates their brand.  As does the logo for the other 31 other teams. Play the logo game with your kids! My guess is that they can identify almost all teams by their logo alone (if they watch NFL football of course!).

Color Palette

Purple and gold are Vikings colors. The combination is unique and identifiable, and people can and do get behind it by wearing, painting, singing and displaying it. Give it extra points because it is Pantone’s color of the year.

Brand

Each team is a subset of the bigger brand of the NFL, but form their own identity and personality. Every good brand should! Enter the Viking ship, the horn, the SKOL chant, Minnesota Nice, Purple Reign in honor of the late Prince, the desire and will to play their best, defend the north, and be warriors and at the same time the good guys.

People

The coaching staff and the players all represent something bigger than their individual selves. They reflect, protect and represent the Vikings brand, on and off the field. People (employees past and present and consumers) are often overlooked as contributors to a brand. Don’t overlook this important piece of the puzzle.

Brand Advocates

This is me, this is the fan base, the former players, coaches, and owners. They proudly talk, share, and wear their team; and they stand by them through the rollercoaster of emotions that only elite sports brings. At Sunday’s game, past players such as Robert Smith, Chris Carter, Fran Tarkenton and John Randle pumped up the crowd and encouraged the current team from the sidelines – firing up an already explosive and LOUD crowd. Coach Mike Zimmer asked the stadium to be its loudest ever, and the fans delivered. My hoarse voice is proof.

A Vision

#bringithome is the post-season rally cry. US Bank will host Super Bowl LII and the Vikings have set the vision for their team and fans that they will bring it home. Check out this Bring It Home Feed on the Vikings homepage.

Recognize that in a digital storytelling era, a brand has the power to create an experience with its customer. This customer wants to be part of the story, as opposed to being told the story. This year the Vikings have masterfully brought their team, their fans and anyone that watches football into their story.

Sunday, January 14 at 7:11 p.m. will be The Biggest Moment In Vikings Franchise History for years to come. People will tell where they were, what they saw, and how they reacted … they will tell the story. And that is what branding is all about. The story. Not the product, service, outcome, or even the individuals.

It’s all about the story.

And that friends, is a very nice model to follow! We on the Porch would love to partner with you to share your story.

No matter what happens next for the Minnesota Vikings, this moment, the moment that made grown men and women cry, cannot be taken away. Ever. SKOL!


Think of the last few things that you bought, big or small—a new phone, a pair of yoga pants, a new car, a pair of shoes, even a food item. All of these products have one thing in common: the company you purchased them from is selling you a lifestyle.

lifestyleSo what is a lifestyle brand?

Webster defines a lifestyle as an individual’s whole way of living, and a brand as (a) an identifying mark or label (b) the make of a commodity or (c) a special kind.

Wikipedia’s says: A lifestyle brand is a company that markets its products or services to embody the interests, attitudes, and opinions of a group or a culture. Lifestyle brands seek to inspire, guide, and motivate people, with the goal of their products contributing to the definition of the consumer’s way of life. They often operate off an ideology, hoping to attract a relatively high number of people and ultimately becoming a recognized social phenomenon.

In Forbes article A Survival Guide For Symbolic And Lifestyle Brands, they point out “(Lifestyle Brands) deliver strong social benefits through which a consumer will be able to subconsciously answer the question, “when I buy this brand, the type of people I relate to are…” they create a sense of belonging or disrupt the status quo. So, Nike aligns people who want to push their limits. Club Med connects those who wish to communicate; The Body Shop, those who value nature.”

If you are a lifestyle brand or if you aspire to be a lifestyle brand, you must fully grasp the lifestyle your customer aspires to and you must reflect it in thought, word and deed. You need to clearly communicate that you embrace the same ideals as your customer, but also define your product.
Consumers have started referring to brands as if they have their own personalities. Have you found yourself saying “That doesn’t seem like them” or “That was off-brand”? Case in point: a brand whose red cup can wage a war on Christmas.

In today’s constant barrage of communication, people want transparency, authenticity, and honesty. They want to admire and trust the brands they bring into their life. To create a lifestyle brand, you must:

  1. Discover Your Brand: What do you want people to feel about your brand? Determine what lifestyle aspirations your brand fulfills, and communicate accordingly.
  2. Create your Brand: Clearly define your brand personality. Your identity needs to be holistic. What is your brand’s whole way of living?
  3. Communicate Your Brand {with confidence}. Be conversational. Our friends and family enhance our lives with their adventures and personalities. Consumers expect that from a lifestyle brand. Create experiences. Share your personality. Form connections. Express your personality on many different platforms.

“In designing a lifestyle brand, you have to know more than just designing clothes,” Tommy Hilfiger

Here on ‘The Porch we are making brands rock your lifestyle daily.