The Simple Connection

By Iain Hamilton

Bringing brands to life to drive customer engagement, sales, and loyalty.

December 6, 2020

There is no shortage of opinions out there about what a brand is, or how it works. It’s overwhelming.

From the overly-simplistic “logo and colours” approach of inexperienced designers, to the bloated, strategy-heavy scholarly methods that suck the life out of projects and leave everyone exhausted. Sound familiar?

The most popular definition I’ve been hearing recently is “your brand is what they say about you when you’re not in the room”. And that might be right. But it doesn’t even hint at HOW you can effectively manage that brand. And years ago, old-school brands employed different and outdated brand management tactics that just don’t fly in today’s world.

So what’s the secret?

Simple connection.

When you are so aligned with your ideal customer, they will recognise your brand as an ally. They will want to include you in their life – as representing them in your particular category. This is no secret strategy – look at what people wear and see the brands they love.

When you can pay that close attention to your audience, when you REALLY know what makes them tick, then you’re positioned to give them what they really want.

Brand marketing is not coercion or manipulation, it’s real honesty that allows your people to construct their own genuine identity.

More Perspective…

How to sell dog food

How to sell dog food

If there's something I've learned after 30+ years as a brand design professional, it's this: "Simply communicate your...

read more

0 Comments

Submit a Comment

Your email address will not be published. Required fields are marked *

FREE BrandBase™ Scorecard

 

The Brandbase™ Scorecard is a concept and tool I have been using with brands of all sizes since 1995. Organizations have found it to be the single most important tool in setting strategic brand goals. 

Your download is on its way – check your email inbox.

Subscribe To MyNewsletter

Subscribe To MyNewsletter

Sign up for totally free content that helps you build a solid and compelling brand.

Thank you – you have successfully subscribed

FREE Client ValueScorecard

 

The Client Value Scorecard is a concept and tool I have been using since 1995. Designers find it to be the single most important tool in assessing client value and allocating attention and resources.

Your download is on its way – check your email inbox.