In May, Noah Brier created a website called Brand Tags that plays on the concept that every brand holds a place in a person’s mind. As I’ve said before on Corporate Eye, it’s important to understand two things about your brand (among others): how consumers perceive your brand and what word your brand owns in the minds of consumers. Brand Tags plays off of those two principles.
In simplest terms, visit the Brand Tags website and you’ll be presented with a logo. Your job is to type the first word that pops into your mind in the box provided. Hit the “Submit” button and you’ll be presented with another logo. Keep going until you’re tired. It’s that easy.
To see the results for a logo after you tag it, simply select the “see what other people have tagged it” link at the top of the page and you’re taken to a page that displays a tag cloud displaying all the words people have submitted when they were presented with that logo. The most common words submitted are presented in a large font with less common words in decreasing size.
You can also play the Brand Tags Battle Game where two logos are placed side-by-side, and your job is to click on the “better brand” in your mind. There are no rules about what “better brand” means. It’s entirely up to each person to make his or her own judgement. After you click on the “better brand” logo, you’re immediately presented with the current voting results and two new battling brand logos. At anytime, you can check the brand leaderboard to see which brands have won the most battles. Currently, Pixar is in the lead with 152 wins out of 175 battles (86.86%).
If you’d prefer not to play, you can visit the Brand Tags page that lists all of the brands that are included on the site so far and see what words people have used to tag them. Brand Tags currently boasts over 1.2 million tags. You can also turn the tables and try to guess the brand based on the tags people have submitted for it.
While not even remotely scientific, Brand Tags is fun. Certainly, companies should review the results with great caution, but still, there is something to be learned from Brand Tags. For example, if your company’s brand is included in Brand Tags, take time to see what people are saying about it. Consider investigating what is causing negative comments and making the necessary changes to make sure your brand is delivering on customers’ expectations for it. Additionally, check out what people are saying about your competitors and look for opportunities. If your company’s brand is not included in Brand Tags, think of how your customers would respond if it were.
I think the most important take-away from my visit to Brand Tags is this question – does your brand elicit an immediate response from consumers? Most of the brands included in Brand Tags do. If your brand doesn’t, then you haven’t done your job of owning a word in consumers’ minds yet. Refocus your efforts and make your brand matter to consumers. In other words, make them respond to it instantly.
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