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Activate your brand to deliver real results.
Your brand is your greatest tool.
In today's dynamic marketplace, a brand is more than just a logo or a catchy tagline. It's a promise, a commitment and most importantly, a tool to drive tangible results. Yet many organizations find themselves disappointed with their brand. Despite having a robust identity, they don't see the desired impact from their marketing efforts. The issue often isn't with the brand itself, but how it's being leveraged.
The Brand's True Purpose
As Simon Sinek, a renowned brand thinker, says, "People don't buy what you do; they buy why you do it."1 A brand encapsulates this “why,” serving as a long-term solution to educate target audiences about a company's value proposition. However, the marketplace is ever evolving. To stay relevant and impactful, brands must be agile, addressing the organization's current challenges and opportunities.
Beyond Aesthetics: Activating Your Brand Strategically
Having a comprehensive brand with a wide range of assets is great. But the real question is, are you using it effectively to meet your objectives? A brand isn't just about aesthetics—it's a strategic tool that, when used correctly, can drive organizational goals.
The Power of Brand Campaigns
A successful brand campaign zeroes in on a specific challenge and harnesses the brand's assets to address it. Whether it's tapping into a new market segment or fostering deeper connections with an existing audience, the campaign's objective is clear and aligned with the brand's core values.
Our approach to activating brands begins by diagnosing the challenge and diving deep into its nuances. Next, we craft a guiding policy called the campaign theme, which encapsulates the message we want to convey. Finally, we chart out actionable steps, be it a launch plan or a tactical strategy, to ensure the brand not only resonates but also delivers results.
For example, although we didn’t develop Aunt Millie’s Bakeries’ brand, we’ve helped them launch numerous dynamic brand campaigns that keep grocery shoppers coming back for their bread in every season. Similarly, we’ve been helping Solaris Paper feature what makes them unique through their annual trade show brand campaign for years. With both Solaris and Aunt Millie’s, it’s essential that we don’t just make their creative look amazing, but truly leverage their brand to achieve their campaign goals.
If your brand isn't driving the results you’re looking for, it's time to reevaluate not the brand itself, but its application. A brand, when activated with precision and strategy, can be a game-changer. And while many branding agencies can craft visually appealing identities, only a few truly understand the power of strategic brand activation. If you’d like to work with one of the agencies that knows, call us at 866-469-4080.
1“Start with Why: How Great Leaders Inspire Everyone to Take Action”, Simon Sinek, Published 2009