When we are enable to make our choices based on how we perceive the value of a brand to ourselves and when a brand has a place in our minds and in our hearts – and in our wallets; then someone has succeeded in brand work.
I do not specify here whether this is about a company brand, service brand or a product brand. First, it’s worth asking, “Who does the brand exist for?”. ”Yeah, well … we have those target groups – why such a question?”
And true, the target groups, of course, that is, potential new customers. And all existing clients that already bring in cash flow. But also competitors and competitors’ customers, partners, own industry and related actors, i.e. the whole ecosystem from education, authorities and policy makers, own staff, past and future employees, financiers, owners and future owners. You name it.
Not to mention the media. And what about social media! In addition to intermittent peaks and continuous performance, the brand is under special scrutiny in crisis situations. The company’s PR is based on the brand. And your own internal training is usually related to what value a brand can generate.
The legitimacy and value of a brand’s existence is determined by the state of mind and the circumstances in which each encounters the brand and experiences what it means to self or to a wider group.
Brand is these encounters. And brand work is about preparing for these encounters. This preparing is worth starting with a few basic assumptions:
In preparing for the encountering, the first thing to do is to dismiss the conception of being able to control the brand.
The brand cannot be enforced. The least you can control a brand. The brand is in your dreams just the way you want it to be. In reality, a brand is how it is perceived in a moment. Maybe at just the very moment you were least prepared for. Especially on social media, the brand gets out of control of the company.
Accept giving up the control. And do the basics well.
Brand encounter is always a subjective experience.
The beauty and horror of branding is here. Encountering a brand is always an unique experience. Purchasing personalities and strict segmentation or the world’s best and most expensive marketing automation or other world management system will help. But no one will adapt to your brand. In the event of an encounter, the one that complies must be your brand.
Understand subjectivity. And do the background work well.
Subjective experience is always true. But it is not immutable.
The current reality is in that encounter and true after that. The good news is that it is possible to influence a subjective experience. This is the fundamental driving force behind a company’s innovation, product development, communications, public relations, marketing, advertising – that is, a brand, or encounters.
Use this variable. And help customers in their own conclusions.
What is the value or significance of the encountering for the company?
Now the important thing: brand work can be undertaken if there is an understanding of its significance for the company’s strategy work and growth potential. When this understanding and commitment is within the top management of the company, there are prerequisites for success.
Successful branding increases the unique communication capital committed to the brand and ultimately appears in the balance sheet as a business benefit.
Appreciate the importance of encountering. And act accordingly.
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Timo Keinänen Explorer, service designer, concept designer, art director, strategist, writer and graphic designer.
”I belive that you should be yourself, as all other roles are already taken. If you have the opportunity to express an opinion, express your own.”
Thoughts, posts and opinions represent myself only.