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idea2: build a brand that lasts |
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| | At some point in the lifespan of every company, the evil ‘B’ word comes up with all of the associated uncertainty, cynicism, expense and partisanship. “What about our BRAND!?” For years it’s was touted as the key to success. Then it became the pariah of the internet boom and associated with the lavish spending on mass advertising. It’s the word every sophisticated marketer holds in their arsenal and the word most over-hyped by advertising agencies and identity firms. In short, it's either trendy or it ain't, it's in fashion or it's not. The fact is, you are branding to consumers whether it's intentional or not. |
| The emotion of The Brand can only be sold on television. Your logo is the key to The Brand. The Brand is a reflection and responsibility of the CEO. The Brand is the emotional attachment associated with your company. The Brand is unimportant, we need sales. The Brand takes care of itself. The Brand is best reflected by a tagline or slogan. The Brand must be carefully defined. The key to The Brand is positioning. The Brand must be planned by careful research and study of the audience. The Brand should be jammed down through the organization. The Brand will cure cancer and feed the starving masses of Africa. The Brand. The Brand. The Brand. Tired of hearing the word yet?
We all are. Here’s a way to see it that ended my suffering over the tired repetition and hype:
The Brand is simply… The Truth. Like people, some companies do a good job expressing who they are and some do a bad job. Some people are dishonest and disingenuous and some people tell the truth at any cost. Some people are known by everyone but understood completely by no one. Others have fewer but often deeper relationships. The common factor is that over time, the truth comes out. Or at least the truth according to the people standing in judgment. So what does this analogy mean for the marketer? The Brand is The Truth… so focus on telling the truth. And tell it well. It’s a moment of ‘Brand Zen.’ It feels good to tell The Truth. To clearly, beautifully, and articulately be what and who you are: it is the journey of the company and it's our journey as well. You’ve had made a career choice, had a relationship, or made a bad or good decision, which led you down a path that you later figured out, “wasn’t you.” Brands make the same mistakes: they’re human, they’re fallible and sometimes choose the wrong path. So lets get down to business and figure out where you are in your brand life and what you should do next. |  |
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