Have you ever thought about all of the elements that make up a brand? A brand is a name, a symbol, a term or any other feature that identifies what a business provides. A brand represents a promise, an expectation, a perception, a personality and so much more. A company as a whole possesses a brand, however, there are also many pieces to a company. This is where departmental branding can come into play.
A great example of departmental branding is JCPenney’s Flagged system. JCPenney wanted a way to make it easier for their customers to find USA Made products. What better way to identify USA Made items then with a flag; a USA flag. You may be thinking that it doesn’t look exactly like the American flag but it’s shape and colors suggest the American Flag making it identifiable. However, this is not just a cool looking rendition of the American Flag it’s a JCPenney American flag. What I mean by that is that the symbol they created for their Flagged system is a combination of the USA flag and the JCPenney logo. They successfully married the two symbols together to make their own new identity.
This example of departmental branding makes it easier for customers to identify and find USA products. It also gives them the opportunity to wrap a brand around other brands within that category. Meaning the products in this category are manufactured by many different companies, however, the Flagged system creates a common connection between them all. Not only that, the Flagged products themselves maybe in many different departments and the flag makes it easier to identify them within those departments.
This form of branding also shows expression. JCPenney is building pride around American made products through it’s Flagged branding campaign. The Flagged labels read “When something is Flagged you know it was made here. Americans designed it, built it, shipped it and are now selling it to you. Each of those steps created American jobs. Thats what it means when a product is Flagged.”
This kind of system is different than having isles and departments inside a store or categories on your e-commerce website because it is given a brand identity. On the Garrett Specialties website we have a similar system which we have had in place for a very long time. We have created several flags to help our customers find specific products. Our flagged departments include new items, top selling promotional products, USA made promos, 4-color process gifts and eco-friendly items each of which has many different product categories. This gives our customers more ways to shop and helps them find specific items within each category.
What do you think of this type of departmental branding strategy? Are their parts of your business that you can flag? How can you make it easier for your customers to identify certain qualities of your brand?
That is brilliant Arleen. Both the JC PenneyAND Garrett Specialties. They are both different systems to a kind of departmental branding that you talk about. What I’m wondering is, would be be for someone like me, to consider branding – author, business coach and speaker? There would be a commonality, but it would be different. Do I have it right?
Patricia Weber recently posted…Get Rid of 5 Monsters Now
Hi Pat- Every business should consider some form of branding, otherwise what sets you apart. Why should I buy your book, hire you as a business coach or speaker. Yes you have it right, there is a commonality, but each partition is different.
Arleen recently posted…Why Departmental Branding within Your Brand is Helpful to Customers
Departmental branding is definitely a good idea. J.C. Penney also managed to make the American flag look like a heart which will subconsciously make customers even more keen on buying a product branded with it.
Am actually encouraging Swedish companies to use the Swedish flag on their products and websites for the simple reason that Sweden as a country is hugely popular on a global scale. Customers world wide much prefer to buy something that’s made in Sweden than something made in China. Swedish products made in China sometimes has a problem because their manufacturing is not in Sweden. Sometimes customers on the other side of the world even decline to buy when they find out that a Swedish product is made in China.
Catarina recently posted…Covert branding works against you
Catarina- I also thought that the American flag looked like a check mark. So they have accomplished a lot with departmental branding. I would have to say I would prefer to purchase something made in Sweden than China. We expect a better product coming out of Sweden than China.
Arleen recently posted…Why Departmental Branding within Your Brand is Helpful to Customers
Interesting – will have to pay attention when I go to J.C. Penney. Also will look around at your own products (I have before). In a small way it’s related to my recent topic (category pages) – one can work on the details of a business to help customers focus.
Leora recently posted…Category Pages – Organizing, Listing, Displaying
Leora- After reading your post, yes it like the idea of category pages.
Arleen recently posted…Why Departmental Branding within Your Brand is Helpful to Customers
Arleen, I love the branding you use. I prefer to buy eco friendly products when I can and your system makes it easy. I also like the flagging concept – hope some major Canadian businesses see that.
Lenie recently posted…Christmas – The Countdown Has Started
Lenie- If all the products I have are in your face it is hard to decide what you want. Most of know if we want something made in the USA, Eco Friendly, On Sale, or a Quick Turnaround for example. By departmentalizing what you can buy makes it easy for the customer
Arleen recently posted…Why Departmental Branding within Your Brand is Helpful to Customers
JCP has always been brilliant in the branding department, although they lost their footing several years ago for a brief time. I use my logo on most of my pics I post and I consistently use my name because people usually search for me, rather than my company. I just added a new dimension to my business, video marketing services, and I am wrestling with that right now. Want to relate it to me, but it’s a whole different ballgame.
Laurie Hurley recently posted…Death By Facebook
Laurie- Yes JC Penny lost a lot of their footing. So you have to admire them for getting back on track. Why not use their marketing idea and relate it our business. After all they have spent a lot of money in advertising.
Arleen recently posted…Why Departmental Branding within Your Brand is Helpful to Customers
I suppose any symbol that brands or identifies what your business offers, is a positive thing. Since we live in a highly visual world where our attention is always diverted from one thing to the next, branding and using a logo, helps keep what you offer in the minds of consumers, and sets you apart from other companies.
Michele- You only have that one chance to make that first impression. If searching throughout your website to find out what you do, you will lose the customers. Departmentalization makes the experience easier and you will get repeat customers.
Arleen recently posted…Why Departmental Branding within Your Brand is Helpful to Customers
creative, unique, and effective. Now how can I apply this to my blog…hmm…
Angela recently posted…How to Save on Groceries and Eat Healthy Too
Angela- You write about many different topics. Categorize them and select a few that describe what you do
Arleen recently posted…Why Departmental Branding within Your Brand is Helpful to Customers
I think this is pretty cool Arleen. Maybe I haven’t been paying attention, or maybe I don’t shop very often, but I haven’t seen this! But it’s a great idea! Really does make for quick identification for consumers who are concerned with this type of categorization. AND serves to remind some, too. I like it
Jacqueline Gum (Jacquie) recently posted…My Computer and Me… Where’s The Justice?
Jacqui-It did get your attention when you read the post so quick identification is a good idea for all us.
Arleen recently posted…Why Departmental Branding within Your Brand is Helpful to Customers
Very interesting article. I am an new author, but I even came up with a logo. Something visual is always easier for a customer to remember.
William Rusho recently posted…Halloween Movies
Bill- Since you write about medieval times you could actually departmentalize into categories. Witches alone could be one.
Arleen recently posted…Why Departmental Branding within Your Brand is Helpful to Customers
I never heard about departmental branding before but this truly is great idea by JCPenney’s Flagged to help customers identify their products (USA made) all over the world. This can help valued customers to save time.
This can be a great idea for many other who are new in business.
It is nice that everytime I get to know something new.
Thank you.
andleeb recently posted…A Way Out from Helplessness.
Andleeb- Whatever you are promoting it is easier to understand if it you use departmental branding.
Arleen recently posted…Why Departmental Branding within Your Brand is Helpful to Customers
Overall I think the idea of departmental branding is great! Too bad JCP didn’t start thinking up these new ideas a long time ago. Don’t think it’s going to do much for them at this point.
Susan Cooper recently posted…Tis’ the Season for Mulling Wine: #Wine
Susan- I also think they waited too long to get across the idea. But I think we can all learn from their mistakes and not wait so long to make it easier for our customers to understand why we stand out.
Arleen recently posted…Why Departmental Branding within Your Brand is Helpful to Customers
The USA made brand seems like it would be pretty successful. It addresses something that is clearly of interest in the marketplace. You also see a lot of companies doing this with organic or environmentally friendly products. I think the strategy is a good one but only as long as the department brand is meaningful to consumers. If not you are just st diluting your company brand.
Ken Dowell recently posted…When Big Data Comes Up Small
Ken- There are always cycles in business. Right now it is made in the USA. Organic is not as popular as it was a couple of years ago and who knows what it will be in a couple of years. In my business I have to keep with the trends.
Arleen recently posted…Why Departmental Branding within Your Brand is Helpful to Customers
It has been a very long time since I was in JC Penny’s but from what I understand from the recent resignation of the top “Penny” they could have used a little extra branding to make for some shortfalls. Retail is a tough gig though and anyone who can make it is skating on a thin edge.
Tim recently posted…The Mogamma Odyssey
Tim- It is hard to keep up with the competition. It helps to do something that makes you stand out and easy to relate to when trying to market your brand.
Arleen recently posted…Why Departmental Branding within Your Brand is Helpful to Customers
I hadn’t noticed this about JCP either, so will have to look the next time I’m in the store. I should probably hire someone to help me figure out how to brand myself since I don’t want to have a separate author blog, but the editing is my strong area at this point.
Jeri recently posted…#Free: Popular Poe Stories #AllHallowsRead
Jeri- I think you could benefit from departmental branding. Maybe categorize your stories, editing, etc. It just makes it easier for the customer
Arleen recently posted…Why Departmental Branding within Your Brand is Helpful to Customers
Fascinating because I’m actually in the process of creating a new sub-brand and this example fits perfectly! I’ve been struggling a bit only out of concern for creating confusion but this has helped me to fit the pieces together. Thank you!
Marquita Herald recently posted…Challenging Your Perspective Toward Change
Marquita- I am glad I was able to be of help.
Arleen recently posted…Why Departmental Branding within Your Brand is Helpful to Customers
Arleen — I think departmental branding is an excellent idea. It helps the customer go right to the products he wants and it’s good for the company, because the more time the customer spends going through only the products he wants (and less time browsing everything) the more likely he is to buy more than he intended.
Jeannette Paladino recently posted…Does it Make Sense for Your Business to Advertise on Twitter?
Jeannette- Not everyone knows what they want, but have an idea what they need, departmental branding is get them closer to their goal. I hear all the time I only need ….. but since I have found what I want I am going to increase the amount. So yes, customers will buy more than what they want.
Arleen recently posted…Why Departmental Branding within Your Brand is Helpful to Customers
The departmental branding is an awesome idea. It can showcase a particular style across product lines, category of items or as you note, manufacturing origins. Here in Canada it’s not unusual for a red maple leaf to be used on products that have been manufactured in Canada.
Debra Yearwood recently posted…Loathing Fear
Debra- When you see the Canadian Red Maple Leaf on a product it has to make you feel proud. It also makes you want to buy what is made in your country.
Arleen recently posted…Why Departmental Branding within Your Brand is Helpful to Customers
True, very true. There is something satisfying about supporting “local” manufacturers and also a feeling of trust in the value of the products themselves. That extends to neighbours. Although China has been trying to work on their image as a low quality supplier, it is a pervasive perception. I’d buy a U.S. made brand without thinking twice, but hesitate every time I see, “Made in China”.
Debra Yearwood recently posted…Loathing Fear
Debra- I buy a lot of yarn made in Canada and all my ski stuff is made in Canada. I know that if it is made in Canada I am getting quality. China not so much. I also do not like their labor laws.
Arleen recently posted…Why Departmental Branding within Your Brand is Helpful to Customers
The “buy local” movement is strong here in Canada, and while food products are often identified as such, it doesn’t always extend to other goods. But it should! JC Penney’s move is ingenious – consumers want to contribute to a more local economy, and they’re not only recognizing that, but making it part of their brand. Would love to see more of that!
Krystyna Lagowski recently posted…Subaru WRX rallied like a champ
Krystyna- I agree that consumers want to contribute to their country’s economy and keep the jobs in the US as I am sure that is the way with Canada. Creating your brand within categories will help consumers support their economy because it is easier to find.
Arleen recently posted…Why Departmental Branding within Your Brand is Helpful to Customers
Hi Arleen,
I never shop at JC Penny, but seeing how they are promoting American Products, I’m going to visit them. I’m sick and tired of bringing my magnifying glass with me to find out where things come from, what they are made of, etc.
This kind of branding just pulled me into that store! Now that is one powerful way of branding.
I know when I see the big red G it is Garrett Specialties. Your brand speaks for itself. I know if someone is looking for promotional products I give them your link. I can be at a local shop and chatting away with the owner about getting their business online. If they mention a promotional product…I say Garret! Why? Because I know, like and trust you and your business.
Eventually I do have to come up with some kind of “branding” for my company. It is me inc. and as I grow with it it must be changed down the line. You have my wheels spinning in my head!
Thanks!
-Donna
donna merrill recently posted…The Perfect Blend
Donna- I don’t shop at JC Penny’s but I do like the idea that a company is promoting products made in the USA. There are so many companies out there that have taken the time figure out how to brand their products, why not come with something that works for us using their ideas.
I really appreciate how much you support me. I thank you for your kindness.
I think for you not only branding, but it would help to departmentalize your brand so when someone comes to your site, it is easier to figure out what you are all about.
Arleen recently posted…Why Departmental Branding within Your Brand is Helpful to Customers
Departmental branding is worthwhile. It says you realize what a customer wants. So far, my application of this is on my blog, a subset of my business.
Deidre-I know I don’t have all day to figure out what someone is selling. I can’t tell you how many blogs I go to and I have no idea what they are selling.
Arleen recently posted…Why Departmental Branding within Your Brand is Helpful to Customers
I like this type of branding from JC Penney. I think it is working for them. Once my operation gets bigger I know that I will be able to flag parts of it.
Jason B recently posted…5 Haunted Locations in the United States
Jason- You have to start somewhere. Just keep it in the back of your mind when you continue to grow.
Arleen recently posted…Why Departmental Branding within Your Brand is Helpful to Customers
Great food for thought! A different way of looking at branding. Loyalty to local products can be very powerful. We need to figure out how to use something similar.
Beth Niebuhr recently posted…Never Stop Asking!
Beth- Sometimes we forget about the little off shoots of branding. Every little is important.
Arleen recently posted…Why Departmental Branding within Your Brand is Helpful to Customers