Parallels: 5 Similarities In Branding & Driving

My 16-year-old is learning to drive.

What does that have to do with branding?

The parallels are remarkable (get it?).

Over a decade ago, when I approached my branding and website design clients, I could be likened to that high-strung parent teaching their kid how to drive. I would find myself frustrated by the fact that so many business professionals simply did not take the time to know their own brands. Sometimes they would have multiple versions of their logos in use at once, or misaligned paragraphs on their marketing materials, or no calls to action on their websites. This could be likened to leaving one’s car keys in the back bedroom of a sixth-floor walkup, and only realizing this after reaching the driver’s side door.

Over time I learned to be more patient and understanding with my clients and help them to solve their problems instead of judge. 

I found that my critical eye (hey, nobody's perfect), properly directed, could be helpful to clients (and myself!). Not surprisingly, clients became much more receptive to learning when I adopted a teaching heart and as a result, got much more out of the branding experience.

So, back to driving.

There I was, sitting in the passenger seat of the car with a choice to make about how I was going to approach teaching this young woman how to drive. Would I be tense and over-cautious, or would I choose the other path and be of helpful service?

Remembering back to when I learned to drive, I can recall some [well intentioned, but unhelpful] stress from my passenger in the car. Can you relate?

I decided right then that I would borrow the patience learned in doing branding work and chose to serve and be helpful to this new driver.

What happened next was pretty cool.

Smiling, I looked over and said, “I think you’re going to be a great driver.” she nervously smiled, and staring straight ahead, said “Okay.”

We began with going over in painstaking detail, everything she needed to know about the car and how it works. This demystified some of the unknowns that aren't always obvious when sitting in the passenger seat. In the process that followed, I noticed several ways that teaching my teenager to drive relates to how I teach branding and marketing to my clients at work:

1. We Take An Inventory: I first had to identify and show my daughter every aspect of the car, explaining what it does and why it is important, all the way down to showing her how to check the oil and tire pressure. With clients, we go over logos, colors, messaging, story, services, audiences, processes, and more. Once we know what we have, we know what we need, and then we can create a plan to get there.
2. We Establish Who Is In Control: “Who is in control of the car?” I asked. “I am.” came the reply. Good. Belief in one’s self is a prerequisite for success in any undertaking and having self-confidence in ownership is the first step to success in branding a business. When I work on a branding, website, or email marketing project, it is an important realization for clients to know that it is they who are in charge. They make the decisions. The brand represents them and vice versa. The driver controls the car. In both situations, they become an extension of one another.
3. We Make A Plan: My 16-year-old needed a plan. Once she knew what to do, we had to put together a plan for what to do with it. Our plan was simple: Put your foot on the brake, shift into drive, release the brake, and start turning the wheel at the upcoming turn. With business owners, I want them to have a clear idea of how to clearly communicate their value to their clients and customers. If you can’t explain your plan, you’re not referable.
4. We Create A Process: Driving is a variable process with a defined set of repeatable actions. So is branding and providing a service. Any business that has been around for a while has a defined process, whether they recognize it or not. My daughter learned about preparation, safety, awareness, control, and execution when it came to driving a car, but that’s not the driving process. That is her brand of driving. Her process is how she drives and what she does while she’s driving. Business professionals need to understand that their brand is like headlights light in the dark and their process is how they deliver their services. When clients and customers see there is a defined plan, they begin to see themselves going through the process and more people convert.
5. We Take Action: “When driving, what is most important, the accelerator or the brake?” “Both.” my daughter said. Yes! We thoroughly drilled acceleration and braking ad nauseam. I asked her to imagine she’s driving the Queen of England around and explained that she needs to stop in such a way that the Queen can sip her tea in the third row without spilling a drop. Why? Taking the correct action is important. Perfect practice makes perfect. Knowing when and how to ask prospects to take action is also important. When a professional cannot close, they cannot make sales. Similarly, a driver must know when to hit the gas or the brake and how to do so smoothly.

After our first driving lesson, we arrived home and my wife asked, "How did it go?" to which, my daughter replied, "He was almost too calm."

I’ll take it!

I’m pleased to report that my teenager is having fun while learning and her confidence is being built by her new abilities. Likewise, it has been fun to hear back from clients who have been faithful to the craft of building a better brand using the framework we build with them. On both fronts, I’m grateful to be of service!