One thing that seems to be a norm for my consulting business is what happens when I present the brand strategy. (A brand plan is made up of one strategy statement and three support planks.) Almost always there is one word in the strategy that makes the client uncomfortable. Until recently whenever I remark about this phenomenon to clients, I feel a little defensive about it – almost apologetically so. Not anymore. I’ve grown up. The objectionable word is usually the strength of the brand plan. The ballast (which is long for another word).
This “one objectionable word” notion echos things I’ve heard creative people say to clients about advertising. “If it makes you feel a little uncomfortable, it is good creative. It will be noticed and remembered” they say.
The discomfort clients’ feel is because a good brand plan is not easy. It’s work. Born of the category, target consumers and the company DNA (sorry about the markobabble, but is is a good work sometimes), a brand plan is only a beginning.
Clients that want to slide into a brand plan with great ease and a sense of constant well-being are not ready to work. To innovate. To sweat the wins and losses. Those who are ready are prepared to live the strategy, to toil and feed it. To create life around the brand. If your brand is a name, color palette and the ad agency’s new campaign, your brand is not alive. It’s not pulsing. You don’t have a brand, you have a product. Peace.