“Preservation is one of the highest forms of good citizenship” said the late John Belle, partner at Beyer, Blinder and Belle, the architectural firm that renovated Grand Central Terminal. Words to live by, also, in the branding business.
We want to preserve in the minds of consumers a brand’s “good-ats.” And we want to maintain the linkage of those good-ats to consumers’ most strenuous “care-abouts.” Good brands start with good products. It’s simple really — build a product that is good at something. Make sure it’s something customers really care about. Then work your ass off to preserve the product good-ats over time.
One definition of branding is “identity + reputation.” It’s a nice definition but doesn’t take into account product — or should I say core product value. Good-ats and care-abouts.
So when you are spending a quarter of a million dollars with a big branding firm, make sure your strategy and tagline have a product component to it. Otherwise, your brand strategy firm may not be good-at branding. Peace.