value-added brand strategy

Need rebranding? Don't just change your logo, think brand strategy

Old Apple logoI am often asked to explain what brand strategy stands for. In my experience, many people still associate branding, and brand strategy, with graphic design -- logos, web sites and other elements of visual identity. Whereas visual identity is absolutely essential in branding (and SCHMOOZY FOX works with a great team of designers to take care of it!), it's just one step in a broader activity which is brand strategy.

Brand strategy is your overall business strategy that has an objective of building a  S T R O N G  B R A N D.

This may sound rather simple, but in reality, a good brand strategy is a very complex exercise.  A good brand strategy can determine your success, and no brand strategy is often a recipe for a failure (see my previous blog post Brands do not take care of themselves).

Rebranding is a good chance to sort out your overall brand strategy. Often, companies feel like getting away from a tired image, and creating something more consistent with market needs.  This "something" is often, in their view, a change of look and feel. Often, their rebranding efforts are only about changing a logo.

But the reality is, even after improving their logos, many companies don't sort out their bad customer service, or improve product functionality. It's astonishing that many companies simply do not think that these strategic elements have anything to do with their brand!

Today, I want to share with you a story  published on Inc.com, How to rebrand your business successfully. It summarizes a rebranding project that was done by Seattle's Coffee Company (part of the Starbucks group). See how the company measured the size of their market, did competitor research, re-thought their customer base, and improved distribution channels.

All of these activities are characteristic of brand strategy and should be considered within any rebranding project.

Brands do not take care of themselves

After a couple of weeks of silence due to my exciting vacation in Morocco, I am back with this short post in the category of Funky Schmoozing. Right before taking off on holidays, I presented SCHMOOZY FOX and its approach towards building funky brands to an audience of web start-ups at Beta Group in Brussels (to find out more about Beta Group, see this post).

My main message to the audience was this,

"Brands do not take care of themselves."

In practical terms, it means the following:

  • many start-ups, both in the online world or otherwise, may have a brilliant technology and a great business idea to kick off.
  • however, they rarely think about their business development in terms of B R A N D
  • which is a pity, because intuitively, pretty much everybody knows that a strong brand means more customers, repeat visits to your web site, and importantly, a profitable business.

Great brands do not happen due to pure magic and serendipity.  Although it may sound paradoxical, funky brands are not only all about fun and creativity -- there's a lot of nerdy, I may say, and rigorous framework that supports their success.

Funky brands do not happen by themselves, they get the nerdy stuff such as a solid brand strategy, sorted out, and then follow the set course with dedication.

This is quite a simple message, but you'd be surprised to find out that only few companies actually think in these terms.

Here's a video interview with me that was filmed by Freshup.tv after my talk. Enjoy!