- a representation of what the company is
- the organizational values that cannot be compromised
- the trust within the company and the marketplace
- how the company wants to be perceived by it’s clients/customers
- a consistent experience
- your company’s ‘positioning’ strategy
- just about that logo or that tagline
- just a mission statement
- just a bunch of guidelines written on a shared document (aka brand guidelines)
- your website or the business card or brochure, signage, packaging or the trade show booth
I’m not sure if you’ve noticed this yet — most marketers spend anywhere between 60 and 80% of their precious time investing in activities that doesn’t have anything to do with branding or affects the brand. Marketing is more deep than people think. It’s a matter of heart not just visual appeal or rah-rah motivational speeches or mission statements.
It’s about the legacy that you want your company to leave. I couldn’t resist but share this ‘generic brand video’ by the folks at Dissolve. It’s a parody but you how that works. Don’t you? Have a look. It’ll probably be one of the best lessons you will ever take.
And here’s another one by David Brier. It’s not a parody but will speak to your senses and is super short!
Enjoy! And don’t forget to share this with someone who cares about marketing and branding. They’ll thank you for this.