Brand building in context

The world is a noisy, busy, distracted place.

Daily we are bombarded with countless bits of information and stimulus - most of which just blends into the wallpaper of our perceived reality.

Building a brand in this cacophony of chaos needs to be contextualised.

Marketers - who spend every waking moment thinking about their own brand - suffer from a form of familiarity bias, they assume that the marketplace is also thinking as much about their brand.

The logo, promotional lines, colours, icons...the details (in their minds) are scrutinised, analysed, dissected and judged.

All of which, of course, is not true at all.

Brand building in the context of real life means that success is dependent on being distinctive, noteworthy, consistent, everywhere...all of the time.

Distinctive, noteworthy, consistent, everywhere...all of the time.

It's not rocket science, nor easy.

But does require an acute appreciation of the job that needs to be done.

Change things around too often...and consistency suffers.

Choose average...and fail at standing out.

Assign too little to promotion...and disappear.

Distinctive, noteworthy, consistent, everywhere...all of the time.

In real life; buyers are busy, distracted and frankly don't care very much. Build a brand based on this understanding.