Even for your brand
Every
January, a large number of people kick off the new year with a list of
resolutions. Some plan to lose weight, others pledge to drink less (good luck
with that), and others expect to transform into a better person. Typically,
most resolutions are broken within about two weeks.
Companies
and communities, too, often look at January as a time to set goals for
improvement. At Brand Acceleration, it’s a time when we get numerous calls for
new logos, web sites, brochures, and even new names. The urge to refresh or
start over is often overwhelming.
Perception is reality
Unfortunately,
there are some things that even the best branding and communications firm
cannot change. You see, the secret to brand success is not with a killer logo
or web site. It resides in the way you do business and interact with people. If
you’re passionate about meeting and exceeding customer expectations, your brand
will soar. On the other hand, if you show a blatant disregard for customer
expectations, even the most beautiful logo or web site won’t fix the problem.
We’ve witnessed numerous companies and communities that have horrible
reputations due to bad management and arrogance. As one of my former bosses
used to say, “You can’t shine Sh**!”
Seeking professional assistance
I often
receive phone calls from people asking if Brand Acceleration designs logos or
web sites. I explain that while we do provide those services, we are first and
foremost marketers. Our passion is in
understanding the needs of our clients and developing marketing strategies that
grow the brand and generate results.
Our desire
is to be the absolute best at branding and marketing communications in the
economic development, architecture, engineering, and construction industries. For
our team, this responsibility requires us to make every effort to dig in and
understand the needs of such audiences as site selection consultants, real
estate professionals, university presidents, hospital administrators, and
others.
I don’t
care how clever or beautiful a design firm’s portfolio is, if their work
doesn’t connect with the target audiences and grow the brand, then the effort
will fail and the budget will have been wasted.
I was
once in a situation where several firms, including mine, were invited to do
presentations to a prospective client team, hoping to get their economic
development web site project. It was quite awkward, having each of us sit in
the back of the room while, one-by-one, we went to the front to pitch our
services. It was especially awkward listening to people talk about how creative
their designers were or asking questions to which they should have known the
answer. One person even inquired about the prospects for additional business.
I, fortunately, was the only person who discussed their industry and audiences.
Happily, we got the business; Sadly, I was somewhat ashamed that designers and
web site builders attempted to put themselves out as brand professionals in a
business about which they knew nothing.
In the
branding and marketing industry, as in any industry, each day is a new
beginning, a new opportunity to reshape opinions and to better serve the needs
of our clients. For each of us, it’s an opportunity to be better than we were
the day before. Use each day wisely.
Best
wishes for an outstanding 2013.
I’d
love to hear from you. Feel free to share your thoughts and personal
experiences below.
Have a
great week,
Jim Walton
CEO
Brand Acceleration, Inc.
Branding // Marketing Communications // Public
Relations
Indianapolis: 317.536.6255
Charlotte: 704:230:0394
Atlanta: 404.474.7980
Fax: 317.222.1425
Cell: 317.523.7380
Brand
Acceleration is a full-service marketing communications, brand management and
public relations firm with a focus on economic development, architecture,
engineering and construction.
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