I Have An Idea… You Are You

“Today you are you, that is truer than true. There is no one alive who is Youer than You.” – Dr. Seuss

Believe it or not, this quote from Dr. Seuss serves as a lesson to all NCAA athletic programs and athletic directors looking to create a successful and sustainable brand.  

To demonstrate, let’s break down the good doctor’s quote into two parts, each containing their own unique, but related, philosophy.

First, the opening statement: “Today you are you, that is truer than true.”  When I read this with my brand-marketing colored glasses on (is that a thing?), one word comes to mind. Authenticity. A crucial step in building a brand (in any industry, but especially in sports) is the development of an authentic positioning statement. This statement acts as the rallying cry for every person who works for or comes into contact with your brand. If that statement is not aligned with the values of your University, it will not align with the values of those surrounding it. Those whom you need to evangelize your message and fill your stadium. If they don’t believe in it, no one will. Be true to your brand. Take pride in what makes you unique, different. Which brings us to the second half of this quote…

“There is no one alive who is Youer than You.” When I put my brand-marketing lenses back on (still not a thing?), the word that comes to mind here is ‘differentiation.’ The most successful brands are those who carve out authentic AND unique space in the mind of the consumer. I have had the privilege and honor to work with some of the most storied NCAA athletic programs and departments in the country, and on multiple occasions I have been surprised to be presented with these words: “We want to be the Oregon of (insert conference here).”  No you don’t. 

You don’t want to be Oregon or anyone else. You want to be you, and here’s why. As soon as you set out to be like someone else, from that point on you will almost certainly be (at best) the second strongest brand in that space. That’s only if the idea you’re chasing is congruent with who you actually are as a brand (authenticity). If not, there’s a good chance your fans, recruiting targets and surrounding media will see through your attempt to be something you’re not and turn their backs on you.

Consumers follow leaders, and leaders don’t follow anyone. Carve your own path.

 

“I Have An Idea…” is a series written specifically for College AD by the author of Brands Win Championships, Jeremy Darlow.