How you spend your money matters, but it matters even more in a small community like BJJ that’s solidifying its position as a mainstream practice. The Internet has tons of pages dedicated to what makes up a well-constructed brand, but this short definition sums it up really cleanly.
It’s consumer oriented: Businesses are in business to do business with customers…not make their friends laugh. Not to get likes on Facebook. Not even to get celebrity attention. The way customers, existing and potential, respond to marketing efforts should always be a big deal.
It points to a relationship: Promise and delivery. That can be to customers, the community or society at large, but it’s really important…extra important for jiu jitsu.
It emphasizes ubiquity: Brand values should be like the blood of a company’s marketing, reaching all extremities at all times. If blood stops flowing, it might be time for surgery.
It focuses on long-term value: Some BJJ companies get started for fun. I’d be willing to bet though, that most would prefer to do what they do for years, rather than a few months. Brands should be built to last (which may mean some built-in flexibility).
So those four points serve as a good checklist for identifying companies that have put in the work to create value within their walls and within the community, but they’re also helpful for anyone looking to start a business/project/movement within jiu jitsu.
Want to keep up with all our talk on branding? Keep checking back or sign up for our business newsletter. We’ll be bringing you more every week in our business section. In the meantime, take a look at two interviews we did a while back with Saulo Ribeiro and Roy Dean. They come from very different backgrounds and are known in BJJ for different reasons, but both have created easily recognizable and thoughtful images of themselves in the community.