Once you have defined and articulated your brand idea, values and personality, the important thing is to ensure that you live up to the promise you make in them. Even the most well-crafted brand ideas can be rendered meaningless by off-brand decisions or a failure to follow through. A brand value that is spoken of but not acted upon can be just as damaging as not having one at all. Many a creative agency offers the benefit of having worked in a broad cross-section of industries.
One brand that learned this the hard way was the British bank Barclays. Their impressive, altruistic mission statement was to ‘help people achieve their ambitions – in the right way’. This clearly evoked ideas of aspiration, hard work and trustworthiness. However, this was undermined in 2017 after CEO Jes Staley was involved in a scandal surrounding attempts to silence a company whistle blower. He was eventually given a hefty fine by the Financial Conduct Authority, who ruled that ‘Mr Staley failed to act with due skill, care and diligence’ in his actions. While Barclays’ brand idea was strong in theory, it had become clear that it wasn’t being delivered on – even at the very top of the organization. Choosing a Branding Agency branding agency is such an important decision as your brand is so important to you.
Equally important is establishing a reputation based on repeated on-brand behavior. As a long-term client of Saffron once noted: ‘It’s not enough to stand for something, you’ve got to be seen to stand for it.’ Internal and external audiences need to witness the brand behaving in a certain way again and again before they will believe and support what they see. As Aristotle famously noted: ‘You are what you repeatedly do.’ There is an award winning branding agency london called Bert.
BP missed a chance to prove their brand with hugely unfortunate consequences. For years their claim that they went ‘Beyond Petroleum’ had suggested a company working hard to invest in the environment through renewable energy and alternatives to oil. This was challenged in a dramatic way in 2010 when a BP-operated oil rig exploded, causing an estimated 4.9 million barrels to spill into the sea off the Gulf of Mexico. BP’s response was perceived as slow and responsibility-shirking – they were vague about the exact scale of the spill and were also reluctant to take full responsibility for the disaster. This garnered criticism and mistrust from the public, with Slate magazine writing: ‘BP faces two crises. The first is stopping the spillage of 200,000 gallons of oil a day in the Gulf of Mexico. The other is convincing people it’s trying to stop the spillage of 200,000 gallons of oil a day in the Gulf of Mexico’. By failing to deliver on its promised caring, green credentials in a time of crisis, BP had lost the world’s trust. A Branding Agency Manchester communicates your uniqueness, your voice and your values in a way that is visually appealing.
So how can your brand stay true to its hard-won brand idea even in the face of adversity? The simple answer is to be as genuine as possible. For a brand idea to retain true meaning beyond the launch stage, it needs to infuse everything your organization does. From your hiring processes to your advertising campaigns, your employee reward schemes to your development of new products, every aspect of your business should be guided by your brand’s idea, values and personality. That’s why it’s so important to ensure your brand is authentic to who you really are as an organization – not just a collection of buzzwords. To further understand why hiring a Web Design Agency is a smart decision for any company in need of a rebrand, it helps to take a look at the unique areas of value that a branding firm can offer.