A few months ago, Chipotle introduced an online video called “Back to the Start,” which featured a Coldplay cover by Willie Nelson played over a series of images that spoke to Chipotle’s commitment to hormone-free meat and sustainability. At the time, I remember feeling like it was an odd move for Chipotle, mainly because it hadn’t done something like this before and the creative expression seemed outside of its brand standards. Nevertheless, there was no questioning the overall message: Chipotle cares about “cultivating a better world,” and this video helps Chipotle add depth to its brand by using a new medium and story to reinforce its brand essence.
I was reminded of this concept last Friday at the Colorado Auctioneers Association’s Annual Convention, at which I gave a presentation on brand development. Heading into the presentation, I wanted to focus my efforts on explaining how brand development could help one fast talker differentiate himself from another, equally capable fast talker. After sitting through a few presentations from actual auctioneers, however, I realized that the profession is about more than just talking at ridiculous speeds.
Auctioneers are problem solvers. They are caring and trustworthy partners for selling entities that refuse to settle for anything less than the seller deserves. They routinely are required to think outside the box—especially when selling rare or unique items. And most importantly, their primary objective is always to leave the seller feeling satisfied.
Like any industry though, some auctioneering companies understand this better than others.
One speaker told an anecdote about a piece of land he helped sell, where his client seemed conflicted due to nostalgia associated with the property. Specifically, the seller mentioned she would miss the smell of the soil when it was turned over every year. Understanding that he was more than just an auctioneer, the speaker bottled a few jars of the fresh soil from the land and gave them to the seller after the auction as a gift. That’s how you add depth and complexity to a profession like auctioneering. Just as Chipotle understands that its brand is about more than just burritos, this auctioneer understood that his brand is more complex than simply the sale of land or goods.
The lesson here is that smart companies consistently identify opportunities to add depth and color to their brand foundation, and this is a concept that can never be lost in the minds of marketers.