It isn’t being consistent yet flexible… innovative yet timeless.
The hardest thing about Brand Development isn’t creativity, charisma, social media, new marketing, old ideologies, fierce competition, or even too many cooks in the kitchen (although that is a much too oft encountered obstacle)… nope.
It isn’t over coming brain washing…. all those years of being told a brand is a logo, no… wait, a tag line… no… an elevator pitch, an advertisement, a website, a banner, a name, a look, a campaign, a (___fill-in-the-blank___)… not those things either.
Nope… the hardest part is being explicit…
It’s precisely zeroing in on what really matters to your customers and finding the guts to sing the glory of the story, explicitly, once you know it.
Successful brand development demands that an organization take the blinders off, put down the kool-aid, and walk tall and bold in the other guy’s shoes. Once you accurately identify the “pinch” your brand resolves…you’ve got to own it. Successful brands own their purpose, niche, cause, and message, explicitly.
Be precise about what you stand for and what you believe, where you’ve been and where you are going, what issues and values drive decisions, what you will and what you will not do. Be unequivocal about your purpose and absolute in your expectations.
A successful brand engagement should purpose to excavate an organization’s explicit brand:
You know…the kind of brand that literally double-dog dares customers, employees and partners not to choose it.