Same-Same Brand Communication Insanity.
They say it’s a sign of insanity to continue doing the same things and expect a different outcome. When it comes to brand communications, we couldn’t agree more – especially when everyone else in your category is also doing what you are.
In our lives as a creative brand communications agency we come across client after client who want to make a bigger impact with their brand and marketing campaigns. Yet one of the most critical contributing factors is regularly overlooked – are they actually communicating to their market in an original way, or are they saying the same things with the same brand imagery that the rest of the market says. For the unconfident marketer, mimicking the leaders in their space has long been seen as the safe way to manage their brand communications.
We believe the first port of call in the foundation of every brand communications campaign should be an assessment of the marketplace. This approach is equally as relevant for small brands as for big. All brands live in the minds of their customers and potential customers relative to the competitive set – no brand is an island. Understanding the positioning of the competitive brands, and auditing the visual language they use to communicate to the marketplace forms the perfect basis for establishing your own successful positioning and brand communication design. This approach is not necessarily about just doing things differently, nor is it about continuing to mimick the market, but about setting the framework for strategic decisions about your brand’s strengths and weaknesses, the ideal position to capture in the hearts and minds of the market and the best direction for the design of your brands visual language and communications campaign.