Occasionally we come across businesses that find the word “brand” toxic. Our clients say to us “… when you’re presenting this to the board, don’t use the word brand. They hate it”.
As an agency that sees ‘brand’ as simply shorthand for what you want customers to think of when they think of you, it can leave you lost for words. It’s like sales growth, transactions and things like relationships with customers are separate entities from brand. That investing in your brand is indulgent, unnecessary and a waste of money.
It’s as though the world of brands is really just for b2c, requires big comms budgets and brings with it a load of expensive and overly polished agency parasites.
Are we missing something?
Whether it’s internal employee engagement or external consumer comms, surely the same principles should apply… work out what you’re good at and what makes you special and in a succinct way, and align with what customers want. Express it in an interesting way across the relevant channels and be consistent with it. What’s not to like about that?
That’s what brand is.