“Any damn fool can put on a deal, but it takes genius, faith and perseverance to create a brand.”
– David Ogilvy the originator of editorial in advertising
Well before the internet ,Ogilvy and Mather stood for quality and identity in advertising and advocated designing and implementing content that looked like and read like editorial copy for added credibility. They led the world and created a highly successful business from this approach for themselves and for their clients.
With the internet has much really changed that impacts on Branding or are there some eternal factors and elements that are persistent over time?
- Branding was always about more than a logo. The logo, name, type and the design system that implements these components should reflect and be embued with the visual representation of the company and all that it promises and can deliver for it’s customers.
- Competition has proliferated and intensified, tolerance of bad service has fallen
- Customers, prospects and users are more informed
- Comparison of products and pricing is easier with the web
- Call centres and poor service still seem to go hand in hand but few larger companies seem to realise it
- Mobile impact is already massive and growing (with GPS finding your nearby supplier has never been easier)
- Social networking means if you get it wrong or right, news will travel and spread very fast
- Everything happens faster
- We have gone round in circles about long form and short form communications from 140 characters of Twitter to the extended document as a PDF. People want both, above all they want flexibility, ease of use and the right level of information both in print and online. They want it synchronised across all platforms: paper, mobile, tablet and laptop. Anytime and anywhere.
- Small to medium sized business can brand effectively now at far less cost than was previously possible
So what does that all mean when you consider your brand?
- Use a clear and effective visual branding that authentically communicates who you are, what you have to offer and what you can deliver
- Implement your unique identity as the hub of your communications online and offline
- Integrate and implement simultaneously, online and offline, let your customers choose the channel where economically viable. Avoid dictating the channel to them