“The man who stops advertising to save money is like the man who stops the clock to save time.”
Someone who knows the price of everything but the value of nothing.
Clueless as to the way things really work.
So lost – and will certainly find himself falling behind the times.
A man who thinks that a one-off advertising, or in this case – branding exercise alone will do the job, only to be disappointed time and again.
And this is why.
Branding should never be seen as a sure-fire way towards success; it’s an investment – very much like raising a child.
And just like any child, what your brand grows up to be is highly dependent on multiple factors:
1. What is your vision for the future?
The clearer your vision, the better. Streamlined thoughts always make for a more effective campaign as everyone involved will have a better picture of the direction that your brand intends to take – and get right on it!
It’s no different from a parent who sets out to make sure that his or her child can grow up having a career in whichever field they wish to pursue. The key is in pulling out all the stops to give them a sound education – be it endless hours of tuition classes, an internship with a recognised company or further studies abroad.
Else, be prepared for another series of costly hits-and-misses en route to discovering what is it that you want, or what it is that your brand actually needs!
2. How much are you willing to invest?
Remember that success always comes at a price. Be it at the expense of your money, or a physical and emotional sacrifice.
Take parents who want their kids to become the next Maria Sharapova of sports, for example. The journey towards becoming a sports prodigy is a costly one. Not only will the parents have to ferry them back and forth from the courts, be present to cheer them on at every single match, but also – fork out for long and vigorous hours of intensive training.
The same applies to branding. It doesn’t come cheap nor does it produce immediate results all the time, but it’s definitely an investment that will greatly benefit both you and your brand in the long run!
3. What do you expect to get out of it?
A one hit wonder? Or a sustainable presence in the market? They are both dependent on the time, effort and money you throw in.
Parents who expect great achievements from their children but don’t make the effort to contribute, for instance, will only encourage a series of one-off feats as there is no real desire from both parties to keep the momentum going. Those who do give their children the proper care and attention, on the other hand, can break new grounds – creating sustainable relationships whilst inspiring each other to achieve a string of even greater things in life.
To know what to expect from your investments – set realistic targets for your brand, or be prepared to fork out a little more to achieve something much bigger. You get what you give, after all!
There’s no guarantee of instant gratification when it comes to branding. The results usually come after a period of time, where everyone, including you, put in lots of blood, sweat and tears to ensure that your brand can flourish and grow. A branding agency, in this case, will be your brand custodian. You can always trust them to know what it takes to bring your brand to greater heights.
[Image by Flickr user Jrodmanjr]