The Dallas Cowboys – you either love them or hate them. What they have done that some other NFL Franchises have not done nearly as successfully is create a brand success story! This is evident in their practice facility and World Headquarters, called the Ford Center or The Star, located in Frisco, Texas. Not only is it the office space and practice facility for the team but it is a fan experience for all who come to the area.
Outside of the facility is a small football field branded to the Cowboys that anyone can go on and use. You often see kids catching a football thrown by their father. Surrounding the area are shops and restaurants that contribute to the brand experience. The streets are named appropriately such as Winning Drive, Cowboys Way, Avenue of Champions, Gridiron Road, and Hall of Fame Lane. It’s an experience even when you are NOT going to a game or heading in to watch the practices. The Dallas Cowboys are producing this experience for their community. It intrigued me, who is not a Cowboys fan. I’ve been there three times, while visiting the area, because it is such an inviting experience that I don’t see with some of the other NFL Franchises that I follow.
Companies with a Brand Success Story
Many people think that branding is about the logo and the colors but the brand is far more than that. It’s the messaging; it’s the experience; it’s creating a community. Consider Nike, Apple, and Starbucks. What keeps people loyal to each of these brands. Everyone, whether you love Nike or not, knows the slogan, “Just Do It!” You associate the brand with certain athletes. The loyal Apple users anxiously wait for the next big announcement on the new products being released. Some purchase a new iPhone each and every year as soon as the new technology is launched. Those loyal to Starbucks often go to pick up their favorite latte every day! They don’t consider the cost because it becomes habit. If you go to your local Starbucks frequently enough, they simply know your order and have it ready for you when you walk in the door.
Whether you are starting a company or running a company, consider your brand. Do you have the ability to create a community? Are you able to create a brand experience, which leads to a brand success story? Branding is so much more than your logo and colors. The logo and colors are an important first step! How do you take that one step further and create an experience, create a following and create a community! Thank you, Dallas Cowboys, for being such a great example of a brand success story. For more information on branding, visit BatCatMedia.com.
