On the surface, it’s a beautiful sight to be seen. Slick, glistening, calm and strong. People see and marvel at it, employees are proud of its size and strength, competitors take notice of its presence. Below the surface, 90% of its infrastructure and mass lie in a state of turbulence as pressures build, temperatures vary and cracks emerge.
Yes, these are the physics behind an iceberg, but also the dynamics behind brand development.
Brand Development
A new brand, on the surface, is new and shiny. Whether in the form of an identity, a slick advertising campaign or a strong online presence. Consumers in the area take notice, pride and enthusiasm are swelling within the organization and competition is ever watchful. Much has gone into this new development, often taking many months, if not years, of growth and strategy.
Below the surface, however, there is pressure, rising temperatures and cracks. Pressure to perform operationally, heated debates among IT, HR, finance and marketing, and cracks in brand performance that were unanticipated.
Ninety percent of brand development occurs internally, leaving only the “tip” visible outside the organization. So much has to be aligned and readied before the launch can occur. And so much time and energy has gone into its preparedness from employee focus groups to consumer research, from strategic planning to resource allocations. Emails sent, checklists created, task forces created; just a small representation of what occurs behind the walls to create a solid infrastructure.
As your organization prepares for a new brand strategy, keep this analogy in mind. Yes, in the end you’ll have an impressive new name and/or logo. Your ads will be creative and interesting and, internally, new “swag” will be the talk of the employee picnic.
But keep in mind, too, the hours of blood, sweat and tears (literally) that a comprehensive launch will incur. The arguments with operations on which service lines are “market ready,” the discussions with HR on staffing and support, the “miscommunications” with IT on who said they would do what.
Yes, a new brand emerges with awe and energy. But, it pales in comparison to the many dynamics taking place below the surface in order to make it happen. It is an effort of Titanic proportions.
To learn more about branding, visit www.springboardbrand.com or email me at rob@springboardbrand.com.