Why Most Brands Fall Short.

You have a brand, you say. And thank you very much, it seems to be doing just fine. But where is your marketing effort really headed? Not simply the tactical efforts you employ, but the underlying strategies that drive those efforts: and at the core of those strategies, the brand that should be marketing’s foundation. Is […]

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You have a brand, you say. And thank you very much, it seems to be doing just fine.

But where is your marketing effort really headed? Not simply the tactical efforts you employ, but the underlying strategies that drive those efforts: and at the core of those strategies, the brand that should be marketing’s foundation.

Is your brand really succeeding?

Every day, we talk with companies and organizations that would appear to have all the brand ‘boxes’ checked. They have a positioning statement. They have a tagline. They have a logo/identity. They have at some level, attempted to integrate brand messaging into their core marketing and advertising efforts.

Far too often, however, the above elements have been developed with little consideration for the totality of business strategy and true brand foresight, by people who — often highly skilled in copy and design — do not have the strategic expertise needed to unlock true brand power.

The issue (and the real opportunity) is this: A brand is more than its exterior ‘skin.’ And businesses that fail to understand and/or incorporate higher brand thinking are destined to turn their marketing efforts into a collection of disjointed campaigns and tools, each which must start from scratch every time, because no foundation and prior momentum exists.

Yes, a single, vertical campaign may increase sales in a specific area. But if it is not tied to a greater position or direction, it runs the risk of creating confusion with customers over time. Every message and communication tool (internal and external) is an opportunity to drive brand strategy. Few organizations grasp this concept. Fewer still, take advantage.

A true brand looks to harness and leverage a point of view, so that understanding, trust and preference can be developed over time. This process, when managed properly, reduces costs and increases efficiency. Better yet, it creates loyalty and customer predisposition — all things being equal, people would rather buy from a brand that is relevant and on-purpose. (Just ask Apple.)

If you have developed a business that is successful competing on price and operational efficiency, alone, you will undoubtedly question the need to invest time and resources in brand development. If however, you find yourself in a competitive landscape of parity players, each attempting to compete on similar features and benefits, developing and/or re-developing your brand can be the difference between struggling (and eventually failing) and succeeding.

For the past nearly 20 years, Cohesion, our brand agency, has been leveraging brand perspective to drive new value and revenue for clients of every shape and size. For difficult and complex strategic challenges to the most routine marketing communications efforts, true brand thinking — applied properly — can make all the difference.

Perhaps your organization might benefit from a more focused brand point-of-view? If so, I know a brand agency that can help.

If you’d like to learn more about how to unlock the true power of your brand, contact Brian Creath at 314-276-5383, or at bcreath@cohesioncompany.com. Or, send us a bit more information about your situation, below.

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