Like lipstick on a gorilla
That the best brands are those which truly reflect the DNA of a business is evident. The promise of a brand and the experience of engaging with it are only convincingly delivered if it is grounded in reality.
Brands with strong identities such as Innocent achieve great resonance not through strong campaigns but through natural behaviour and personality that drives everything they do – tweets, knitted hats, packaging and all.
Like consumer brands, business to business brands are strongest when they play to their strengths and do what they promise to do. As they say in the industry, putting 'lipstick on a gorilla' won't change the fact that it's a gorilla.
In increasingly competitive markets and quickly evolving industries, brands need to be agile without losing sight of themselves.
A rebrand or campaign is impactful if it makes the experience of a brand stronger, but can be downright dangerous if all it does is paint a picture to mask perception, challenges, or to compete in new areas without having the ability to do so. If the experience is different to the promise made, brands risk breaking the trust customers have.
Be agile, be aware of your industry as well as your position within it, and stay tuned to your customers. Brands need to develop if they are to stay relevant, but before you jump to the solution, make sure you've truly understood your value and what makes you relevant.
Do different before you say different.