|Brands must have meaning and relevance|
Written by Robyn T. Braley
Brand-building is achieved by doing the same thing, in the same way – repeatedly!Brands are built by constantly delivering on promises to customers. Continuity, consistency and predictability are the keys.
However, being predictable doesn't mean you are rigid and don’t adapt or respond to new opportunities or threats. Further, doing the same thing for too long can put you into a rut. And, a rut, as they say, is a grave with the ends kicked out.
What I’m trying to say is that along with consistency, building your brand requires flexibility in order to stay relevant.
The Sucky Logo
Your brand is what customers think of you, your product or service. Our company, Unimark Creative, did some marketing for an Alberta based drilling tool company that was started by two young men out of the back of a half-ton truck. Forty years later the business had grown to become a dominant supplier within the Canadian and US oil industry worth many millions of dollars.