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KNOW WHERE YOU STAND
Everyone involved in running a brand need to know where it stands in the market. With a clear picture of who you are and what you do, you can mark out your territory, clearly explain to customers what makes you different from other brands and also make the right decisions about which direction to take the organisation.
The idea We aren’t talking about mission statements. Although a mission statement is intended to distinguish you from other organisations and be something that applies only to you, usually they come out sounding dull as ditchwater and lacking emotional understanding of what it is about the brand that appeals to its customers. We’re talking about something that goes much deeper: What your organisation believes in. Without it, it’s too easy to say yes to all the interesting ideas presented to you by your people and your creative agencies, or to feel that you have to respond to something new from your competitors. Knowing who you are, what you stand for and where you’re going next, you give yourself a clear picture of what’s right and what’s wrong for your brand. A great example is the motorcycle company Harley-Davidson. They cut costs to complete with the Japanese motorcycle industry in the 70s and 80s. Then they paused, thought it through and
8 • 100 GREAT BRANDING IDEAS
100 Great Branding Ideas 14dec.indd 8
12/14/11 11:14 AM
