Part 1 of 3
Brand is dead.
Brand is alive.
Brand is, as never before, design.
Why do we say this?
There’s now a widespread belief that talking about brand in the conventional sense slows everything down, and that all those brand strategies, brand models, brand onions and brand guidelines just get in the way.
And we’re finding in our work with clients that the old ‘positioning + visual identity’ formula no longer helps – it doesn’t answer the most pressing questions of the CEO and CMO. If you’re trying to kick-start growth, or digitise your business, or reach the next generation of customers (and talent), why waste time exploring your positioning, or tweaking your logo?
Increasingly, we’re finding that it’s better to think of brand not as cause, but as effect. Obsessing about your brand won’t somehow cause growth to happen. But doing the right things will create growth, and a strong brand will follow as the effect.
Let’s take GTBank as an example of a brand that’s grown out of doing the right things. Committed to changing the way people bank, GTBank in mid 2000s began offering an alternative to traditional banking. An example of this began with students at the University of Lagos. At this time, the minimum balance of a savings account with any bank was upwards of #10
,000. (Minimum balances ensure that banks have predictable and sizeable resources.) The profile of people with an amount around that mark were students who would rather have the cash in hand than in the bank. GTBank introduced the zero balance account. This eased how students got pocket money and took out the idea of having usable money tied down. GTBank's customer base grew but not necessarily its revenue, and because it was for many students their first experience of personal banking, their loyalty was to GTBank. This would pay off in the next 4 to 10 years and beyond as these zero bankers would become salary earners and entrepreneurs.
Continues in comment.
#branding #effectnotcause #strategy #design #sadubs #allthingsbeautiful