Regardless of whether or not you are a fan, most people would agree that Disney has done an excellent job at establishing a brand that commands respect. Let’s face it; any company that makes it all the way to the multi-billion dollar mark has done something right.
Disney Institute clearly establishes to the participant that the organization is jam packed with policies, procedures and internal traditions that center around providing an amazing experience to their guests. The goal is that this experience will be so well executed upon that guests/buyers feel compelled to make Disney a regular part of their vacation, movie and entertainment schedules… and many of their buyers do!
During the “Brand Loyalty” overview, the instructors specifically hit on six categories of brand development. These steps are presented as a graduated set of categories for your business.
Disney’s Six Stages of Brand Evolution
- Unbranded Goods
- Brand as Reference
- Brand as Personality
- Brand as Icon
- Brand as Company
- Brand as Policy
In essence, a brand would develop from the category of “Unbranded Goods” all the way through to the “Brand as Policy” stage. At that final point, brand becomes much more than a thought or hypothetical future direction… it becomes an institutionalized set of policies that guide the organization to a level of consistency – all of this, of course, leading to a consistent experience for the consumers of the brand.
The trainers in our “Disney’s Approach to Business Excellence” course have reviewed internal business approaches and methodologies in great detail. From how lines at the amusement parks are laid out to how the organization conducts their On-Boarding classes… “Traditions”. Branding and the overall commitment to the “magic” are obvious!
So, what can we learn from Disney about branding? How can we apply the series of steps above to our own ventures… be them personal or professional? Are you providing a consistent, Disney-like experience to your buyers, end users and/or internal clients?
I’d love to hear your
thoughts on this! Where would you consider yourself or your company to be in the branding process?