The attitude that most businesses have towards their brands is that it’s skin-deep; that it’s little more than the logo, graphic marks, and colours associated with it.
This is a wasted opportunity. Brand is actually the culmination of culture, vision, values, identity AND creative, which when used consistently and religiously, can create fresh opportunities for a company (be it attracting new business or securing top talent).
Think about the people you’re selling to. They really give a shit about stuff – what they put in their mouths, who they spend their time with, where they spend their money, what their trash is made out of and where it ends up.
We are on the cusp of a seismic social shift, and the opportunity within your brand is two-fold: to communicate that you get it, and to connect with an audience who cares about it. Don’t leave your brand idling; partner up with a creative director who can help you use it as the always-on machine that it’s meant to be.
YOUR CREATIVE SOLUTION:
The world is in a constant state of flux, so it’s time for businesses to put their heads above the parapet, be bold, brave and do things differently. Your brand deserves a place at the table (incidentally, 57% of European C-Suite Executives agree with me). A creative director will help you to unravel who you are, why you exist, what makes you different, what you stand for and why it matters, then box it up and present it to your market in a way that you yourself would like to receive it.
Raconteur asked 500 European C-Suites IN KEY B2B INDUSTRIES about branded content, AND How effective THEY THINK content marketing IS to reach and influence decision-makers. THE RESULTS SPEAK FOR THEMSELVES...
71% think branded content is boring, expected and repetitive.
64% prefer content with a bold, provocative point of view.
51% think content produced by brands lacks credibility.
57% think most brands don’t take design seriously enough. THE
#1 factor for engagement is distinctive, eye catching design.
70% do not believe the future of content is short-form.
Being truly different doesn't begin and end with a colour palette. If you want to become the obvious choice in a saturated, noisy, competitive market, it’s crucially important to consider all the things that DO make you different. This includes:
your identity (how you wish to be seen)
values (what you stand for)
vision (where you’re going)
message (why it matters)
90% of consumers say how a firm looks and what it says is what they base their first (and lasting) impressions on, which means failing to invest in your brand means failing to win the hearts, minds, and wallets of the very people you want to attract.
Some people might say that brand is unimportant, I say approach these people with caution. Look at Apple. Despite not pushing the envelope of technology for some years now, it became the world’s first $1 trillion company in 2018 because of the power of its brand—Apple promises customers a lifestyle, and so should you.
You've been working hard to build the house...
Now you just need a creative director to decorate it and make it functional.
There are people out there unhappy with what they currently have, looking for what it is YOU do. Some might not know they need it, but they should. Go out and meet them.
But first – fix up, and look sharp.