What is a Brand?

by David Stewart (other articles by David Stewart)

We're off tomorrow to visit Press Play Creative for a presentation of our new logos. They have been working away on it for a couple of weeks now and we are very excited to see what they have come up with. Press Play are a group of creative, motivated individuals who specialise in unique marketing. We have worked with them in the past and what we like about them is that they are happy to not follow the rules. They get us and they get that we come at marketing in a somewhat unusual angle.

So what is branding? I used to think that branding was all about finding a logo and design that was built with the aim of appealing to the widest possible audience. I, like many business owners, wanted my company to be seen as the go to place and I was terrified of offending anyone's sensibilities. This led me straight into boring. What I ended up with was wishy-washy logos and colours that were specifically designed to appeal to the widest possible audience. This was not because my creative team at the time were bad at their job; it was because I gave them bad directions. The problem with this, however, was my company and its branding effectively stood for nothing. It got lost in the general clutter of the day-to-day barrage of marketing messages we all have to endure.

This time our brand and logos will be designed to best reflect us. It will be positioned to allow the general public to clearly see who we are and what we are trying to achieve. I no longer care if this approach will be accepted by everyone, in fact I'm sure it won't be. I know that there will be people who are turned off from our company because of our raw honesty. I know that some in our market place will look upon our approach as destined to fail. That's ok; there is nothing wrong with that. I don't want to appeal to everyone; there are many people out there I simply do not want to do business with as there will be many who do not want to do business with us. That too is perfectly ok.

By standing by our core values and beliefs we hope to appeal to like-minded clients who appreciate what we stand for and are excited at the prospect of working with us. We don't want to have to convince anyone of our merits that should be clearly apparent by our results. Our clients will value honesty, innovation and the concept of a win – win outcome for all. They will be excited to work with us as we aggressively embark on new approaches to sales. They will be enthusiastic about new and emerging technologies that enhance the sales process and above all else they will understand that no one needs to be screwed over to achieve a fantastic result.

These are the things we stand for and these are the values that our brand will convey. If this doesn't appeal to you we are comfortable with that and we will happily point you in the direction of more mainstream agencies who will cheerfully fit into whatever box you want them to. We stand for authenticity and we will break new ground in getting our message across.

31st March, 2014

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