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In my last article on brand I talked about how to develop your brand “story” – the compelling reason you would offer as to why people should relate and commit to you.

I wrapped up the article by saying that in the next few articles I would address the importance of brand in defining your business strategies in relation to market dynamics and, in particular, to your competitors. I also went on to say that ensuing articles would talk about practicalities when it comes to branding and how to work with external resources, skilled professionals, to help you make it all happen.

To be honest

I have procrastinated over writing this next series of articles for several reasons: laziness (yes, even in the highly charged world of branding one can be a sloth every so often!), how to begin the series (this was a creative block really) and the lack of quality time. However two things happened lately which spurred me to action:

• A government agency actually asked me to come and talk to them about my experiences in using their services; admittedly I had had some problems and I had suggested rather tersely in a letter that they “really should get their act together!”. The culture that now exists within the government agency means that they take any sort of criticism very seriously. During the meeting I was amazed to learn that as part of their commitment to their brand they had managed to get errors down to an incredible average of 3% per month! I was impressed and said as much. The upshot was that the meeting finished with us being the best of friends!
• By direct contrast a small, highly entrepreneurial company with eyes on global markets decided not sort out their brand but decided to address their communication tactics and sales!

These two situations happened within days of each other. They rounded off a rather surprisingly frustrating quarter where I had encountered just about every objection, obstacle or argument possible offered by potential clients as to why they weren’t going to attend to their brands – brands that were insubstantial, inconsequential, impoverished, under-utilised or just plain “knackered”!

And, worst of all, were obviously out of kilter with the businesses and market positions. And these weren’t just my opinions!! What I have observed of late is that so few companies in New Zealand are doing what that government agency is striving to achieve – build a viable brand.

Excuses, excuses
And the sorts of excuses I have been getting? Well these would sum them up nicely: