Brand Means Business
September 2014
Purpose are currently undertaking a piece of research with UK businesses of all shapes, types and sizes. Our endeavour? To better understand the perception and understanding of brand within businesses across the UK.
With early stage research complete, unfortunately the situation is bleak. Very bleak. After many years of experiencing this first hand we’d suspected it, but had not appreciated the scale of the issue.
Setting aside global superbrands based in the UK and much of the FTSE 250, brand is not only misunderstood, but worryingly seen as insignificant visual wrapping paper. Even more alarming; brand is seen as the preserve of marketing departments with limited or sporadic engagement at board level.
Why is this the case?
Before considering the major impact this disconnection is having on the UK business economy, we should perhaps look a bit closer as to why.
On this, our evidence is clear; our own industry is confused.
Whilst disappointing, it’s really not surprising when you step back and look at our industry from the outside. The sheer number of books and articles written on brand. Their mind numbing inconsistency of purpose, methodology, process and language. Consider this alongside how many of these and the associated presentations that lazily peddle the same old examples of brand – again and again: Apple, Virgin, Starbucks, Coke-Cola, etc. To 99% of British business, these are widely recognised and revered, but are equally intangible with little bearing on their own business.
Why are we talking about Apple when
talking to 99% of businesses?
But possibly the dagger through the heart comes here; the lack of a universal definition about the true meaning of brand. This, and this alone, has major consequences. Is it any wonder the media abuse brand? Is it any wonder it’s not taken seriously?
So armed with this insight we’re on a crusade – to transform the perception of brand within UK businesses. To showcase 'real’ examples of impact. To prove that brand, when understood and invested in, is the single most powerful strategic tool a business can inject, and to instil the idea that brand often makes the difference between winner, and not quite.
We believe it’s vital that the truths of brand are better explained and the misconceptions ironed out, not only for our own livelihoods, but more importantly for the success of UK businesses.
Over the coming months we’ll be running sessions up and down the country in an attempt to get the key foundation messages into british boardrooms:
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Brand is your business reputation – end
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Your reputation is the single most important asset of your business
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Brand needs to be owned, understood and driven by the boardroom
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Brand should impact every area of an organisation and everyone in it
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Business strategy and brand strategy are not separate things, they are wholly interdependent on one another
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Brand is not the entitlement of just big business or consumer facing organisations
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Brand is both an offensive strategy and a defensive strategy
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Brands are not bought – they're earned
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Brand is not created by a project that takes weeks, it takes years
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Building a strong brand requires real commitment, realistic investment and strong leadership
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