Willem van de Velde the Younger, The Gust (c. 1680)
PREVAILING IN A BLUSTERY ECONOMIC CLIMATE
The howling winds are tearing at your company’s jib. Your structural integrity is on the verge of compromise. Time to batten down the hatches and turn it into the next economic rogue wave. In these tempestuous economic times, the temptation to abandon your vessel is irresistible. Think before you leap into the foundered deep. It’s a frightening place if you never learned how to swim.
Foremost… stop watching the news. It’s all bad. As complacent Canadians, we have the distinction of spontaneously parroting every action in which our neighbours to the south engage. The American economy is currently fueled by fear. And that marketing strategy is flawed. It works so well that nobody’s buying anything anymore… except more guns. Suffice it to say, there is no better time than this very instant to resign our role as first mate and start commanding our own destiny.
Hither forth. But don’t forget your life jacket: your creative agency.
When you feel marketing resources are scarce, and it seems easy enough to do it yourself, drop anchor right there. You already have a skilled crew ready to weather any economic storm. So if marketing your brand is obligatory… then how to market it becomes the battle strategy.
Mutiny notwithstanding, how do you give your scarce resources a fighting chance? Don’t follow economic trends. Set them! Your agency will discover whatever floats your boat.
We’re fortunate enough to have some of the best clients around. That’s because we work so closely with them and foster solid relationships built on mutual respect. It is an honour and a privilege to do business with them. But that doesn’t just happen by itself.
The most important part of our process in the delivery of effective branding tools is finding out as much as we possibly can about a client in order to accurately represent them in their respective market.
Therein lies the foundation of good branding.
It encompasses much more than a logo. It is a powerful strategic tool derived from a well-conceived creative concept and well-executed plan.
What branding isn’t is a monument. Nor should it remain stationary or stagnant within the confines of prescribed standards. In order to meet the demands of a moving target market a brand must be adaptable to change.
Regardless of product or service category, brands signal something about an individual. Consider the clothing you’re wearing. How about the car you drive or the smartphone you use or the bottled water you consume? What are your motivations for engaging and endorsing a brand? For each of these brands, think about what you are signaling to others whether you want to or not?
Now think about what your brand is signaling and to whom.
A brand must be truthful. It must accurately represent an organization in the market.
It must contain positioning and framework that include a promise, character, support and flexibility. It’s vital to establish strong values and be transparent enough for your audience to recognize and appreciate them.
Due diligence is critical in the development of branding strategy in order to appeal to all stakeholders.
A brand must ultimately continue to be relevant. It must always communicate clearly and concisely with the specific audience you are seeking to reach and retain. Every person who engages your brand is a potential ambassador.
To enjoy any level of success you constantly have to rethink your branding strategy. Riding the cresting wave is exhilarating while it lasts, but the wave will inevitably come crashing onto the shore.
Catching the next bigger, better wave requires planning, timing and courage. Branding, then, is the continuing process of going from an existing condition to a preferred one. Embrace change.
Tony Jurgilas, RGD is one of 50C’s Principals and our Chief Design Strategist. Charged with the task of maintaining our high standard of creative quality and design ethics, his vast industry experience has led to the development of countless successful branding campaigns.
