Branding Schmanding

May 4, 2009

One thing we constantly reinforce with our clients is the importance of their brand and their identity. The most successful companies in the world understand and embrace this concept, don’t believe us? Check out this article posted last week on TechCruch, Guess Which Brand Is Now Worth $100 Billion.

While most business aren’t as-large-as the companies on the BrandZ Top 100 list, it illustrates the important point that your brand is worth something. The question is, how much? The answer for most business, usually, is not as much as they would hope. Then again, ask those same businesses how much they invest in their brand and you’ll likely discover it’s a consequence of their brand investment.

This is most often the case because businesses have a hard time quantifying how their brand impacts their bottom line. At the onset, branding seems like an apt place to cut corners, after-all quality products and services are time tested methods of long standing businesses. Unfortunately over time an unmanaged brand loses ground to competition that finds a way to maximize brand and their product or service. By which time it’s typically quite difficult and expensive to undo the damage.

Like most good investments, investment in your brand takes time to mature and will pay long-term dividends. We encourage all businesses to keep this in perspective and to never underestimate the importance of your brand.