marca strategy news & views
October 17, 2012
Where most fail

Many companies do take the time, effort and resources to develop their brand. This is a good thing. You need to identify and articulate your brand. A solid brand strategy is the best way to get you to where you want to go with your company. But many companies, even those who do create solid brand strategies, not just a new logo, don’t see the results they should be getting.

Why? You ask. The problem is that many companies go through a brand development but don’t actually create a brand. They end up with a logo, instead of a solid brand platform.  But even those who do create brand platforms end up with a document, a power point presentation or a cheat sheet for staff on their values and their tagline. Having these tools is important but putting them down on paper and distributing them to staff is just the beginning. 

Your staff, will not know how their daily lives at work should change based on these set of values or new tagline. They may put up the cheat sheet up on their cubicles and some of them, few, may even remember what those values are. But that’s where it stops. 

Some companies try to introduce their new brand through a launch party or meeting where they reveal their new logo, values, tagline. But staff is still left wondering how does this impact me? Is there something I need to do different? How is this going to help us as a business? These questions almost never get answered. 

This is where most companies fail. They develop a brand but don’t know how to actually bring it to life. The brand stays in a paper. The new logo and tagline is used and perhaps a new advertising campaign and new marketing materials are produced but that’s where it all ends.

There is no real internal understanding never mind buy in and engagement. Without your staff engagement you’ll never have a brand. Without turning those words into experiences for staff, clients and anyone that is ever in contact with your company; either by buying your product or service, going to your website, calling your customer service or whatever the case may be; your brand are just words that have no meaning or worse, is a broken promise. An expectation that is not met. 

If you are going to invest in developing a brand you need to invest in actually and properly implementing it. If you do, you’ll be in the top 5% of companies who actually get it right and rip the benefits of it.


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