Inside out
Like most things in life, looking good on the outside comes from within.
The era of taking brands at face value is almost over.
No matter how well crafted the look and tone of a brand, we all now interrogate what we’re seeing and reading more than ever before. We want to know an organisation is rooted in purpose; a vision that resonates with us; that they believe in things we believe in.
So, building a successful brand doesn’t start with a fancy new logo or a quirky campaign. It begins with some critical truths and a clarity of purpose that will inspire your audiences and chime with the changing mood of the world.
Do you know what you stand for?
2. It’s what others say
Brand is not what you say about you. It’s what others say about you.
Your brand is your reputation. And today’s audiences don’t want to be told what that is - they’ll decide for themselves.
Successful brands know this.
They talk less about themselves and more about you and your world – implying a lot more than they actually say. They do it intelligently and imaginatively, without trying too hard to convince. And because they’re not explicitly shouting about how great they think they are, we are more compelled to listen, believe and start to engage.
How’s your reputation?
3. Brand first
Brand first, everything else second
When a well conceived brand is placed at the heart of a business, the value goes way beyond marketing.
Successful brands are rooted in unifying ‘big ideas’ that create a common sense of purpose - an inspiring guide and driver of the way an organisation goes about its business, in every respect.
The value of such brands reaches way beyond marketing. By blending a well conceived brand strategy with an ambitious business strategy, organisations benefit from a sum far greater than the individual parts.