my shop is full of branding challenges right now. from new logos to taglines to customer service audits to strategies to win new clients — it is a time when either foundations are laid solidly or opportunities are lost soundly. one thing that’s abundantly obvious at times like this is that, as a client, you must participate in the tone for your brand to sing. even vanilla ice knew that you must “stop, collaborate and listen!” otherwise, you’re going to have a flop on your hands. once i step away and recede to the background, it will be you and your product who carry the song forward. i can project my influence with all that i have, but the end product must be a well-phrased orchestration of what you stand for and can offer the world. that can’t be written by me on my own.
it starts at the outset. listening, brainstorming, strategizing and committing to action are all collaborations. two-way streets. where clients check out of these processes (and others) in favor of the gruff “that’s what i’m paying you to do,” there won’t be harmony in the brand. without harmony, the message won’t fly forward and captivate minds. the melody just won’t stick. it will be disjointed. so — invest wisely. when i say invest, i don’t just mean the money you pay to someone to do something for you. i mean invest your time, energy and mind with the right person and make sure that the two of you are making beautiful music together. consumers can tell where things are a little off pitch (no pun intended, of course).
