Most people hear ‘branding’ and just think about a pretty logo – when a comprehensive Brand Strategy is actually a core part of any business plan. It needs a well-researched rationale and starts with knowing ‘who you are’ and ‘what your purpose is’.
Over the years, one of the things that has baffled me most is that there are still people out there willing to risk their hard-earned cash by investing in ‘unproven’ franchise opportunities.
The advertising legend and guru Bill Bernbach once said: “Advertising isn’t a science. It’s persuasion. And persuasion is an art.” And no one ever asked Picasso, Dali or Warhol how long they took to create a work.
Sometimes a re-brand is required in response to the market moving on, or changing direction, and a desire by the company to not be left behind.
Coming up with a new brand or product name for a company is one of the hardest things to do as a creative person.
Avoid the business pitfalls of losing control and equity over your intellectual property through trademark protection.
The word ‘branding’ has become more and more loosely applied, to the point where its true definition is generally misunderstood by small business owners.
Marketing outputs, branding, management and staff work ethics, among many other factors, all contribute in a major way to the reflection of a business culture.