Viking and the Power of Not
The key to building a successful brand is clarity. Brands are associations linked to a name, mark or symbol and the best brands have very clear associations. Rolex is associated with some things, but not with other things. The same goes for Apple, Tiffany, Patagonia and Porsche.
When building a brand, it is important to carefully consider both what your brand is and isn’t. The second part of this is often more important. It is easy to come up with things you want your brand to be. It is more difficult to identify the things that your brand shouldn’t be.
A Viking Mailer
My parents passed away several years ago. I was the trustee of their estate, so all their mail still comes my way. I toss most of it into the recycling bin, but when a flyer from Viking Cruises shows up, I hang on to it and take a look.
Viking is of course a cruise line, founded as Viking River Cruises in 1997. The company is best known for its European river cruises; Viking has a fleet of river ships traveling the Rhine, the Main, the Mosel and other European rivers. The company has since expanded to ocean cruising and expeditions. Viking has delivered remarkable results, with revenues of over $3 billion by 2018.
The Viking flyer explains their river cruise concept and provides dates for upcoming voyages. I’m not a big fan of cruising, but I am tempted by some of these expeditions.
What I particularly love is how Viking clearly communicates the brand positioning. The flyer explains it. Viking is all about small ships, with unique experiences and inclusive value. The promise is captured in this line: “Immersive experiences for the curious traveler.”
Viking Is Not…
The most astonishing part of the Viking flyer, and I think the best part, is that it includes a full-page list of what Viking is not. It is quite a list. Here are just a few of them:
What We Do Not Do
No children under 18
No casinos
No umbrella drinks
No photography sales
No art auctions
No formal nights
No inside staterooms
The Power of Saying No
This is an example of great brand building, a clear definition of what the brand is and isn’t. Viking is taking a stand; there is no confusion here.
This clarity has many benefits. First, clearly explaining the brand positioning will attract the right people. Viking wants active travelers who are ready to explore. These people will likely find the idea of no kids and no gambling highly appealing.
Second, clarity will discourage the people who aren’t the target. I suspect there is nothing worse than someone looking for a Carnival cruise showing up on a Viking ship. They might ask, “Where is the casino?” or “What time is the limbo competition?” Told there is no casino, they might conclude, “Well, let’s at least get going on a few pina coladas” only to learn there are no pina coladas. Viking doesn’t want Carnival cruisers to sign up.
Third, it helps the team. People want to be part of a successful venture. I love it when a class seems to be happy with the material and things are going well. When they are having a good time, I am having a good time. I suspect the same is true on a cruise. When the guests are happy, the team is happy. And when the team is happy, they will deliver a better experience.
Finally, it leads to great reviews. When people show up looking for what you provide, they leave happy. This generates positive word of mouth, especially among the group of people you want to attract.
I suspect Viking’s enormous success is due in large part to its disciplined approach to brand positioning.
When brand building is done well, it is a positive, reinforcing loop. The first step to starting that loop is being clear on what you are and aren’t.
Next time you think about your brand, don’t start with what you are. Start with what you aren’t.
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