September 6th, 2012
Routinely we talk with unhappy heads’ of companies disappointed with their current brand development effort. They say things like “the brand house don’t seem to get us”, or “they seem pretty rigid in their process”. And the truly terrifying “they didn’t ask many questions, but now I have a new logo, website and social networking campaign, but no more customer traction than before”.
Sifting through the debris, inevitably we find one or more of the following:
Fortifying our experiences, research highlights a scary reality. The Tom Peters Company interviewed 700 US businesses and found that more than 90% of professionals said that they did not understand how to effectively represent their company’s brand; 75% don’t support their company’s branding initiatives; and over 50% say they don’t even know what a brand means.
A properly led brand development project ensures demonstrable return on the investment, differentiates your company from the herd, positions you for accelerated growth, elevates marketing promotions beyond mere noise campaigns and energizes staff.
Establishing a relevant brand requires strategic forethought, diligence, focus… but most of all it requires plain old guts. The fortitude to move beyond industry parlance, operational/insiders thinking and “me-too” programs, promotions and platforms. The courage to accept a true snapshot of an evolving reality. The commitment to stand up and stand out. The long and short of it is that short cuts won’t ever get you there.