"Why do I even need a brand strategy? I have a business; why not just start marketing it?"
That’s a great question, and the answer starts somewhere in Africa.
Malcolm Gladwell, the famous author and lecturer, once said that the word "brand" is like the word "Africa" - it can mean so many different things, all important and completely different from each other. If I say Africa and mean bustling Johannesburg, while my listener imagines colorful Morocco, we aren't having a very effective conversation. The same goes for branding.
When people think about branding, they often think about logos, colors, and shapes. Others might think of marketing, advertising, public relations, and events. Some people think of social media, while others think of presenters. The truth is that branding encompasses all these things and much more.
That's where I come in as a branding strategist. My job is to help companies and organizations use all these different marketing tools in an informed and focused way, so that everyone speaks with the same voice and behaves in the same way.
So how do we do that? We create a unique brand that the business can take ownership of. We manage all its components in a deliberate and smart way, with the goal of growing the business. A targeted and precise brand strategy can ensure that we're focusing our time, energy, and money on the things that will provide the greatest value to the company and its growth.
The bottom line is that a brand strategy is essential for any business that wants to succeed in today's competitive market. It's not just about having a logo or a website, it's about creating a consistent and compelling message that resonates with your target audience.
Bye bye Africa. Welcome to a strategy that does good for your business.
