Once upon a time there were three little entrepreneurs (We don’t pay our annual creative license fee for nothing, so we’re gonna call them the Three Little Biggies). The time had come for each of them to #domyownthaaang, or so their Twitter accounts exclaimed. They’d even told their Mam (That’s right, they’re northern) that they were each going to make it big in their individual ventures.
The first little biggy didn’t care for spending any money on brand stuff, it was “A reet rip off”, so he went onto straw-me-a-logo.com and in seconds he had his brand complete. The next day he opened the doors of his new company. There was no vision or any values, he knew better than his audience and his competitors even though he didn’t spoken to either of them.
Although his logo was indeed a logo, it didn’t clearly tie into his offering which was confusing for his would-be customers (Turns out having a skull logo for a crèche isn’t the best idea). His brand image impacted his company, it was very fragile, his foundations were wobbling and he hadn’t even had an afternoon Hob Nob. His competitors – the big bad wolves, didn’t even have to exhale, he’d already blown it.
The second little biggy built his brand using his mate – Sticks (I know, what are the odds). Sticks was good at basketball but less talented when it came to free lance slam dunking a plan to establish a company’s branding. So there were no brand pillars, no values to inform tone of voice and determine behaviour, just a bland logo with a random colour palette because Sticks loved magenta. So the second little biggy ‘completed’ his brand and although it wasn’t as bad as the first little biggy’s, his plan, made by Sticks, was full of holes. It wouldn’t stand the test of time, and by time we mean microwave time.
With no stand-out and no guidelines there was no brand consistency or long term plan for where his brand was heading. The second little biggy’s business went out with a whimper. His competitors (Who would you believe it, also resembled wolves) were laughing so hard they had to get inhalers to help with all their puffing, now more commonly known as vaping.
Now, the third little biggy was more shrewd. He did his homework and decided to build his brand using a reputable and experienced team of brand builders called The Shape. The biggy was in no rush to go out of business and so ensured ample time was allowed for constructing his brand.
First, they outlined a clear blueprint for the brand, then they crafted a vision and mission to create a clear path towards success. This vision informed values and a tone of voice that connected with the brand’s target audience, they knew this because they shared these founding ideas with them. And so, a strong brand identity and set of guidelines that would support the business for years, were established.
Not only did the third little biggy understand that every part of his brand informed how his business was seen and heard through every medium, but he also knew that every one of his employees also understood why the company existed, what they stood for and where they were heading.
These were strong foundations indeed. So strong in fact that the third little biggy blew all his competitors away.