The single most powerful question we ask our clients when we are helping them determine what to do next with their brand is so simple, it often catches them off guard.
“What if you did nothing?
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There’s some confusion around the subject of brands and branding. Bluntly, some business owners think brand work is the “fluffy stuff” of marketing. Nothing could be further from the truth. Branding is meaty. Even in this digital age of big data and machine learning, brand discussions, brand stories, and brand projects remain central to the marketing world for the simple reason that leveraging the power of your brand is the key to creating sustainable business success.
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Sometimes, it’s hard to see the forest through the trees. It’s true in life. And it’s true in business. Look, we’ve all been there. It happens to the most seasoned and confident of business owners. Knowing what your next move should be isn’t always obvious.
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We’re fast approaching the end of 2020 and, like us, you’re probably sighing with relief. For many, it has been a year of Covid-driven chaos and confusion. At the very least, this year has tested even the most established of businesses. Thankfully, for our strategic branding and design studio, it’s been a year of rapid change and growth. We started 2020 as a three-person team, and we will end the year as a nine-person group. To say we’re grateful would be an understatement.
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More often than not, leaders think their solution will arise from making a change within a channel rather than considering a question about their business. The truth is, a tactic isn’t going to address their needs. So what will? One tool, if leveraged the right way, can become a powerful asset in supporting their business.
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The ability to pivot quickly is one of the greatest advantages of middle-market organizations. And having a brand that can properly support those moments is not only important, but necessary.
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When we meet with middle-market executives, we frequently ask them all the same question: “What’s the one thing that makes your company different from your competition?”
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When business is good, it’s hard to imagine that there will come a day when your customers will reconsider your value to them. But a new competitor, a new product, or a better customer experience will give your customers a new set of choices.
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In today’s evolving market, the value customers place on brands isn’t strictly based on price or quality. It’s informed by the entirety of the brand experience.
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As part of our Listening + Learning process, we spend time with key stakeholders at mid-sized companies, gathering information about their business operations and generating insights about their overall behaviors.
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What is a brand, really? We meet new people all of the time, and of course, the conversation eventually turns to, “So, what exactly does your company do?”
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