The Best Branding Advice – That Nobody Will (Probably) Give You
Imagine that you are either the owner of a business, the executive director, or the marketing director of a company. If we think about the brand and the way you should take care of it, these roles are just a tad different. The difference is usually given by how the owner has a medium-long-term vision, while the executive director and the marketing director have a short-medium vision. The owner sees his business as his own good in which he invests all his emotional and financial resources, all of his time, making great personal sacrifices.
Executive directors and marketing directors have limited terms in office, and therefore feel compelled to deliver tangible results, on a daily basis even, if possible, for each hour and each penny invested. The limited terms in office make the two feels obliged to score higher and improve their CV, because in a few years they will apply for another position in another company, for another brand, where they must flaunt their past successes. So, look, what results is a major contradiction between the life and evolution of the brand and the life and evolution of those who take care of it. And this actually reflects something very simple:
You should see the brand as a living entity, as a person who evolves over time, depending on how it was invested in it to become a better brand, how lasting the results are, and the context in which it “lives in”. Otherwise, you will look at the brand as a mere object that must be permanently monetised, which will automatically lead to a strictly pragmatic perception of it and of its relationship with the public, friends, lovers, fans or even detractors. True, solid and meritorious relationships between people are built over time, as is the case of the relationship between the public and the brand. Therefore, any action envisaged in the short term will produce short-term relationships, such as a case of “you help me and I help you” situation. And a situation like this one, in my opinion, represents the death of the brand, because the quintessence of any brand are the subjective, emotional relationships.