The Brief Company פרסם מחדש את זה
In order for a brand strategy to live up to its promise it needs to present an alternative future for a business stuck in the struggles of the present, or tackling the challenges of change. But just as the saying goes, predicting the future is a fool's errand, especially during these tumultuous days where change comes at the speed of lightning, and what held true yesterday is no longer relevant tomorrow. And yet… If you don’t know where you’re heading, you probably won’t get there. Not that knowing is a guarantee for making it, but it certainly increases your chances, and more importantly, gives you the resolve to keep pushing forward because you see something that others don’t. That’s the power of vision, and that’s what you should get from a clear brand strategy. In a world where technology is easily replicated, your brand becomes your moat. It’s not enough to provide a solution for a problem, you need to turn the usage of that solution into a second nature for your client / user. But to do that, you need a clear idea of who you’re addressing. You need to know what will and what won’t resonate. It’s like having a personal conversation with someone you’ve studied, but at scale. But it’s not enough to know who you’re talking to. It’s about being something for them. Something both emotional and practical. This requires change on your end, because for them to buy in you need to earn their trust. To accomplish this shift in position, a brand strategist needs to balance both parts of their brain. The ability to imagine; to let go, and see the What Ifs of your business. And then the ability to make the case; to consider the pros and cons of each move, the competition, the perceived alternatives, your USP, key industry trends, cultural sentiment and a wide range of other parameters depending on the industry. To present a clear roadmap on how to reach that future on the path of least resistance. This is often a difficult thing to accept for both technological and business executives because it pushes them out of their comfort zone into a world of unknowns. But as they increasingly see companies with clearer brands beating companies with superior technology, many are reconsidering the role of brand in their business strategy, whether it’s as early as raising capital to established companies struggling with change. A strong brand strategy doesn’t predict the future. It calls its shot. Just like Babe Ruth used to point to the bleachers right before he would smack a homerun right where he said he would. We imagine the future, and then do our best to make its case. A client won’t always agree, but they should never remain indifferent to it. #imaginethefuture #brandstrategy #change #position