Brand Location, Location, Location
Often location is thought to be of relevance for retailers and perhaps the position of the head office of the biggest brands, but where you choose to locate yourself says much to your customers and clients about your position in the market.
After many years in business, one of the rules of thumb we apply when assessing the quality of a new business lead is location. For corporate clients, our experience tells us if they are located more than 15 minutes from the city, they are unlikely to have the level of business and marketing sophistication we need to make for a fruitful branding agency partnership. On the other hand, for manufacturing clients, we know that they are more likely to be located well out of town in one of the industrial areas, where land for large-scale manufacturing is more affordable.
Often when working with clients, particularly professional services firm brands, the discussion turns to location of their offices. For every business overheads need to be managed carefully, but when the business and brand strategies both direct that a company must attract tier one clients, a suburban office above a row of shops quite simply communicates the wrong messages to your potential clients. Similarly, an inner city office in an old building with no reception a shared board room located down the hall communicates the same brand messages. Clients and customers across the board follow the PLO (People Like Ourselves) principal. Simply put, we all see ourselves and our standing in life reflected back in the people and brands we choose to associate with. This is equally true in business as it is in our personal lives. When a brand reflects our aspirations, especially a professional services brand, we believe it will provide for our business exactly the level of service and professionalism that will reflect the way we aspire to see our own business.
We can’t all choose tom locate our ‘Hot Dog Stand’ on the corner of Hot Dog St. and Sausage Ave. But we can all choose to consider what our business location and our brand space design says about our brand proposition and positioning.