by Ben Knapp at 6:26 pm 26 October 2009
Filed under: Home Page
We come across too many new brands that don’t feel right for a company we know well. This is because these brands are not authentic. They are manufactured; they have nothing to do with what the company is really about – and too much to do with hyperbole and wanting to impress. Read more…
by Ben Knapp at 6:25 pm 26 October 2009
Filed under: Branding, Identity
This is a call for authenticity. For keeping it real.
We come across too many new brands that don’t feel right for a company we know well. This is because these brands are not authentic. They are manufactured; they have nothing to do with what the company is really about – and too much to do with hyperbole and wanting to impress.
To create an authentic brand, use the bedrock of unique truths, thoughts and beliefs that exist in your organisation. That’s what differentiates it. Work hard and find out which of these are genuinely yours and which could be anyone’s. Once it’s clear which are which – get rid of the fluff and use the rest to guide the work on your brand.
Aspiration and ambition need to play a big part in shaping your brand. Plans for tomorrow are at least as important as today’s reality. But make sure you express goals that suit you, not ones that merely sound good or will please your board.
You and your colleagues have got to take ownership of the brand. That won’t happen unless it’s based on things you genuinely believe in. The more authentic the brand is, the better every one of you will be able to act on it. And the better the chances of seeing positive change for your business.
by Noelle Dyer at 9:15 am 23 October 2009
Filed under: Branding, Home Page, Identity
Tags: brand, denmark, Identity, law firms
by Ben Knapp at 5:50 pm 16 October 2009
Filed under: Home Page
Ian Stephens was recently in Germany to speak at Sun & Wind Energy’s expert forum on branding. He spoke about the urgent need for differentiation in the solar energy market. Some of Europe’s leading new and old energy suppliers attended. If you couldn’t make it, here’s Ian’s point of view.