It is tough when you are in a business selling the second thing a customer wants. That’s my business — the business of branding.
Not a lot of marketing-savvy people wake up in the morning saying “My brand needs a better strategy.” Most people who find their way to a brand strategy firm understand an “organizing principle for product, experience and messaging” is a good thing to have. Anything that can codify “sales improvement” and “organizational operation” is a plus for business. No one disputes that. BUT. As fiction winter Peter Heller likes to say in his one-word sentences. But, it’s not the first thing marketers crave.
First, they want a website with a customer testimonial from the NY Jets.
Or a radio campaign like Winthrop University Hospital.
Or to be able to buy other physical therapy companies and assimilate them in 3 weeks.
Or to explain the value proposition of the Affordable Care Act and be the hero provider.
Or position competitive cybersecurity companies as device-centric.
If brand design or brand strategy helps them get there, all the better. But it is the second thing, not the first.
And that’s the bane of brand work. It’s also why I love brand strategy. Once I find the first thing I can sell the second thing. BAM.