Tod Browning's production of Bram Stoker's Dracula, from 1931, is one of my favorite of the Universal horror collection. And Bela Lugosi's portrayal of the creepy count from Transylvania continues to inspire moviegoers and enthusiasts, as well as inform all other depictions of vampires on stage, screen, and in books.
Because of that consistency and memorability, Dracula can actually teach important lessons about branding for small businesses, associations, or entrepreneurs.
Lesson 1: Positioning Dracula
Brand positioning should always be done relative to the competition. In Dracula's case, he is positioned against other classic monsters of the day: Frankenstein's monster, the Wolfman, the Mummy, the Gill Man from Creature of the Black Lagoon, and many others.
But effective positioning defines what makes you unique. The famous vampire is differentiated by his aristocratic alter ego—Count Dracula—and by his ability to morph into a bat on demand. Whereas other movie monsters terrified their victims simply by their presence, Dracula first hypnotized with his gaze, and then sucked their blood for a protein-rich midnight snack.
Dracula was different—not the same-old robot, alien, or zombie. So he has a clear and consistent position in our minds.
Lesson 2: Defining Brand Dracula
Developing the Dracula brand is pulling together various attributes like personality, image, and core competencies. What did Dracula stand for?
Dracula was good at mixing with high society. His personality was sophisticated, and—in later movie evolutions of the character—he's quite the ladies' man. He was mysterious, shrouded in intrigue, and he was repelled by wolfs bane, garlic, and a cross.
A mirror could not hold his undead reflection. Those, and other characteristics, are what make up the memorable and unique brand.
Dracula was about something remarkable. That's how he got noticed, got publicity, got word-of-mouth buzz—and, ultimately, got new customers (or victims!).
Lesson 3: Developing Dracula's Identity
This is the fun part. In business, it's stuff like your name, logo, tagline, colors, and other elements that make up your trade dress.
For the Count, it's his signature cape (Lugosi was actually buried in his Dracula cape; it was that important a part of his persona). It's also his widow's peak hairdo, eastern European accent, hypnotic eyes, nocturnal feeding habits, and propensity to shape-shift into a bat.
It's important that all your identity elements are in place—and used consistently—before spending a penny on marketing, communications, or advertising.
Lesson 4: Going Public With Dracula
Dracula enlisted the assistance of Renfield, the real estate broker who unwittingly helped the Count secure a derelict abbey near London from which to "run his business." This was Dracula's "brand launch."
But that launch started inside Dracula's castle, as Lugosi prepared his undead minions and his daytime hangout—his casket—for the public launch. That's because he realized that his staff was critical to building a strong brand.
Your employees and frontliners are your best advocates, your most loyal evangelists, and your best brand ambassadors. Like Dracula, your job is to make sure your staff is engaged, bought-in, involved, and communicated to continuously in the branding or re-branding process.
Only when safely in Carfax Abbey with his staff—which now included the hapless Renfield—did Dracula make his grand entrance into London society, his "target audience."
Branding Lessons Recap
Here's how you can be sure that—like the Count—you'll effectively stand out in a crowded marketplace:
- Position your business and stand apart. Positioning is the process by which your business creates an image or identity in the minds of your core market giving them a reason to choose your offerings. Positioning is always done relative to your competition.
Consider what makes your business really unique. Why should people support Brand You and not Brand B? - Specialize and focus. The aristocratic vampire drank blood from his victim's necks to stay alive. Like Drac, specialization lets you build your brand around your strengths. And this focus allows you to differentiate your business, offers you presumed expertise and perceived value, and makes it easier for prospects and customers to understand your business.
Focus allows you to first simplify, and then amplify your message. Because the less information we're given, the more likely we are to remember it. - Your business's identity is made up of "outer layers"—those attributes that prospects and customers see and experience. Make sure you're clear on what makes your offerings unique, and then align that difference with your name, logo, tagline, messaging and other visual and verbal cues that will allow your target market to "get" what you're all about. Like the Count's cape, your trade dress can be the ultimate branding tool.
- It's critical to engage staff and other stakeholders in embracing what you stand for. In fact, 86% of employees say being engaged in the brand would make them more likely to talk positively about the company they work for with others outside the organization.
Your customer's notion of your brand is formed from his or her first experience or "imprint" (or in Dracula's case, love bite) with your business or services. Every interaction is a chance to enrich your brand.
Your staff should be able to answer this question every day: "How am I helping to deliver on the company's brand promise today?"
Sure, Dracula eventually had a stake pounded through his heart. But don't let his demise distract you from building a strong brand to help increase your business's awareness, differentiate you from the competition, and drive revenues.
