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Brand

There are a lot of components that make a brand. In order to make a powerful and durable brand, you have to put in the work. It's not design work, not initially. But it boils down to your vision and your understanding of your customer and your knowledge of the market and the other players in your arena.

Let's start with Vision

So what is vision? It’s the thing that initially filled you with inspiration to start your business.

This article looks at the challenges of creating an enduring sports sponsorship partnership. The difficulties involve finding ‘strategic fit’, articulating this well and then leveraging and activating the association for both parties. The investment – both financial and in-kind - is seen as a significant stumbling block as is the need to thoroughly enmesh two separate organisations and proactively align their goals and activities.

IKEA's founder, Ingvar Kamprad, died in January 2018, aged 91. After starting from the humble Swedish beginnings, his entrepreneurial flare led to a multibillion-dollar global empire. Did you know the name Kamprad is a variant of Comrade? His passing marks a good time to review the strategy of IKEA. How radically it differed from other furniture businesses at the time of its conception makes for a good strategic case study.

Since early mankind, people have used symbols to distinguish their individuality, their clan, their territory, and strength - from cave paintings to flags, to the marks on a beast, to the label on your clothing. They arouse emotion and trigger recall. They are both a mark of trust and a promise. That's why it's worth investing in a solid brandmark.