If you know me at all, you know that I’m a sucker for strategic marketing. Because of this, I’m constantly thinking about what it takes to be a good, solid brand in this world. But recent work that we’ve done here has required us to not only work with brands, but to help them figure out who they are and who they want to be when they grow up.
Most of the time, we as marketers are faced with creating strategy around an already existent brand; one with a set of pre-conceived notions and ideas. We aren’t able to create something from nothing. But there are those rare opportunities where we have the chance to build brands from scratch and create the perfect storm for them to enter the product realm. These kinds of challenges are exciting, yet scary. If you have the chance to make something out of nothing, what kinds of risks would you take? How much research would you do? How would you launch the product? Who do you tell, and how do you get the word out there? There are endless opportunities awaiting a brand who has yet to see the light of day.
While it’s exciting, it’s a huge responsibility. We’ve all heard the cliche that first impressions are lasting, so think of the pressure you might be under if you’ve only got one shot, one chance, to hit consumers with who you are. After that first time, it’s all repetition. And it can be a difficult thing to figure out who you are as a brand at any point in time, let alone before you hit the marketplace. That’s like saying, “When I grow up, I want to be a marine biologist,” and then actually becoming a marine biologist. It’s easier said than done.
Long term vision is what it’s all about. Picture where you want your brand to be in 1 year. 5 years. 10 years. Think long term. Cut out anything that will hinder you from getting there. Keep your focus, and don’t get distracted by your short term vision. Because in this game, it’s all about endurance, not how quickly you can win the race.