UlTImATE SUccESS GUIdEtion systems made, building décor, clothes custom styled, marketing
communications all made based on one corporate identity and collec-
tive philosophy. These colors turn into a message that communicates
the philosophy of the brand, and when it becomes congruent all across
the board, magic happens. A factory is no longer a boring company, it
sprouts a personality that customers and employees alike align with,
and it grows on them and it unites everyone and customer service turns
happy and entitled (in a good way), and customers become loyal and
refer their family and friends to your brand. It is called the art of open
communication.
So the next time you look at a logo, keep in mind that it is never just a logo
or just a brochure or even just a website, it all goes together – painting
the big picture and actually showing these corporations visually for what
they are. You know what they say - a picture is worth a thousand words.
Getting back to brand security, these companies are industry leaders for a
reason and so before you go out experimenting trying to beat them while
reinventing the wheel I urge you to slow down, take a deep breath and first
try and get to their level, not beyond, stand on par with the leaders.
The reality is simple, if you want security, just follow the rest of the
industry, do what they do, evolve when they evolve. Just don’t sit still
thinking that you’ve got here and what worked so far will work forever.
Simply being in sync with the industry already requires about 5% - 10%
of your time be dedicated to innovation. Whether you use it to monitor
the marketplace, watch the trends, or work on your brand image is up
to you, but do always compare your brand to the leaders and try getting
some of their mentality transferred to your company.
on being a leader:
Before we go over the ways of how your company can be a successful
industry leader, I’d like to take a moment and go over what not to do.
Whatever you do and I want to make a point of this – DO NOT try
branding your company as the “cheaper” or “more affordable” so-
lution, it will never work.
Eventually an exact copy of your business model will appear with deep-
er pockets, right next door and you’ll soon be forced into a miserable
submission. It is a vicious cycle of selling at a discount when skimping
on resources, which leads to future development that keeps delivering