The people problem in branding.

Excellent! Another Medium post on branding, just what the world needs.

We are somewhat saturated with ‘expert’ opinions on the issue of brand. One can be forgiven for becoming desensitised to the whole flashy business.

As one of the many people who’ve worked in international branding for close to 2 decades – I am familiar enough with all of the usual branding topics. And what I’ve noticed is that people aren’t talking about one aspect very much at all. Which is odd. It suggests that very few actually understand what makes a brand work.

If you want to understand how any brand can be more successful, just take a look at people. The kind Grandmother you saw in the store left an impression with you, not because she looked the part, smelled like rose water or sounded like Betty White Ludden. It was because she behaved like a kind old person.

All the spit shine and polish it the world won’t make a bit of difference if your people, your company and your media aren’t aligned in their behaviour. Simple! But quite hard to pull off. Brand strategy can achieve results for you but it’s an ongoing personal choice that delivers sustainable traction. My advice there, is to be authentic in your values (so that delivering on them is a natural process).

That’s all there is to it really, I’ll not insult your intelligence by droning on about it, but I’m happy to respond to any questions you might have. Have a great day, and behave yourselves.