Someone asked me recently to describe Di Marca’s ideal type of client to them. It’s an interesting question for any brand to pose itself because the more you think about your potential customers and what they need, the better you will become at engaging them.
I think this person expected an answer around an ideal industry or client size, however, it’s often never as simplistic as that. Sure, clients that have big budgets and lots of time to invest in their branding are what every creative agency wants. Unicorns are very rare, however, and besides that, an answer like this isn’t very meaningful or useful because it doesn’t include any insight into where these unicorns might exist or why it is they should care or engage in your brand anyway.
So, what was my answer? The best way I could describe our ideal client outside of budgets or industries was: anyone looking to enact some sort of positive change to their business.
For things to change, things must change.
Doing things the way you have always done them is what got you here in the first place, but it’s often not going to get you to where you need to go next.
Let me give you a few scenarios…
If you want to start competing higher up the ladder in your industry, then some things will need to change. You will need to look at what you’re communicating to the market, and how you’re communicating it. You may well need to change the way your brand looks or presents itself as well. If you want to compete with the big boys, then your brand will need to act like and look like you belong there.
If you want to launch a new product or enter a new market, then some things will definitely need to change. How are you going to market that new product, and how are you going to position your brand within that new market? What will you need to do differently to achieve these new objectives?
If you want to grow your business into a larger organisation, then you’re going to need a really clear business plan and brand strategy along with an internal aligned culture and communications program that can help deliver that growth with the minimum amount of growing pains. More people brings with it the challenge of maintaining a consistent brand experience from a larger team – brand clarity and alignment is therefore critical.
Strategic branding creates positive change.
Each of the scenarios above could be relevant to any industry or any size of business. The common denominator is that a focus on branding will be key to achieving successful change each time.
Once you are crystal clear on your strategic business and brand objectives you can build a brand strategy to help get you where you’re wanting to go. To do this successfully requires equal parts disciplined thinking and strategic creativity.
At Di Marca we have a proven process we call the Brand Bulls Eye™ that will uncover what is required specifically for your business to bring about the change that’s necessary to meet your business objectives. That will probably involve a focus on external branding, communications and marketing, but often it’s as much about internal branding and building an aligned culture as well.
What change have you been dreaming of for your business?
Where do you want to take your business this year and beyond? If you need help creating some clarity and direction around achieving the change you’ve been dreaming about, we’re experts at that. We love helping people bring their big ideas to life.
If you’d like to talk about your big idea, why don’t you get in touch? I’ll buy you a coffee at Woven Cafe downstairs to start talking about how your brand can drive the change in your business you’ve been dreaming about.
