I think one of the major pitfalls for many businesses...
...is to lose faith in their own brand and identity and get bored with it.
And that's a very big danger.
I think if most people look at effective brands that they are used to,...
...either using or working with, that have been around for an awful long time,...
...the one thing that they will probably get out of that,...
...you know, you take a brand like Apple or something like that,...
...is that they are true to themselves over and over and over again.
You might say from an internal perspective...
...it might feel a bit boring, a bit repetitive.
But from a consumer's or a customer's perspective, it's actually incredibly reassuring.
We've often worked on the development of brands for businesses...
...that have taken maybe six months, twelve months to develop.
By that time, they've seen it a thousand times...
...and they're already starting to get a bit bored with it.
Whereas what you should be thinking...
...is that actually, the customer has only seen it once or twice...
...and they will be greatly reassured to know that you're on the same track.
Seeing variables happening all the time looks like uncertainty...
...and is reflected in your business perceptions.
So we always try to get clients to stay on track...
...and don't lose faith in their brands.
Brands should always be a truth of an organisation.
They should never be a set of clothes that don't reflect the true identity of that business.
It's all very well having an identity that's all about bright flashing neon signs,...
...but if that isn't you, if that isn't your business,...
...if that isn't the way that you want to be portrayed, it just won't work.
