– and other mortal people –
need to learn about branding
Every now and then, entrepreneurs come to us with a great idea and the conviction they have it all figured out - they just need a logo to go. Their spirit is always great, and these entrepreneurs have several things in common, but this is the most crucial one: thinking that someone else’s well deserved success easily can be copied.
We cannot emphasize this enough:
result is not a strategy.
Don’t get us wrong, we understand the dream of becoming a unicorn, but having us design a logo that will look like the love child between Glossier and Byredo won’t turn your brand into a billion dollar horse.
Because in a world where your (potential) customers can buy from whomever, wherever, whenever - why should they spend their greens on your brand?
Entrepreneurs always have a quick answer to this, but the problem is that they rarely think about how they can create brand recognition in a sustainable way. The days when ”we” (company + agency) could dictate to the consumers what a brand is are over. Today – everything your brand says and does adds up to how your brand is perceived and where it's positioned in a vast landscape of both one trick ponies and proud stallions. Goodie-bags with a misplaced logo and social media ads with sloppy copy included. So if your brand promise doesn’t include home-made realism, those kind of things should never see the light of day.
You need a brand strategy that is adapted to your business and market. Creating a logo that emphasize your brand values is most likely a part of that strategy, but if you don’t know which touching points to focus on you will have a really hard time to get brand recognition and become loved by your target audience. Your brand will never transform into a magic unicorn, instead you will see your market shares go to the competition and your dreams of fame and fortune will be nothing but a lonely donkey.
The cold truth is that branding costs, but the good news are that this is an investment and you’d be smart to do your homework before spending those bucks.
To get you going, you can have a look at The Branding Investment Equation from Interbrand! It shows you how to build that business case you might need to get a budget and a go from the CEO or investors.
And when you've done your research and it's time to get started on that magic horse - give us a call! We will help you create that sparkling shine so you can ride off to the end of the rainbow.
<3 Hanna, CEO & Brand Strategist