All too often we hear from potential clients that they want to see immediate results from brand awareness projects or brand expansion. Whoa.
What needs to occur first is the constructing (in rare cases a tweaking) of a brand story, brand promise, authentic key words, coordinated and distinctive design elements, and building an emotional connection with your customers. That takes time. Without it, sure we can get a story or two published, but that would't be the best approach. That's what clearly differentiates firms like ours - branding, strategy and operational consulting firms - from the old, traditional "PR" (public relations firms).
Building brand infrastructure takes a look at current and desired demographics and a long term view of where the company, especially the founder and key management team, want to see the company in 10 years. It takes time, money and a sustained effort for all elements to come together -- that's sometimes hard to see over next week's sales goals and payroll -- but it's essential to grow those goals and that payroll.
