A brand is the effect of what you do, it's the perception in people’s minds, created by the culmination of all your communication, from your website to how you answer the phone. It’s a gradual process, where each encounter with your business reflects who the company is, building a stronger connection with like–minded people.

It’s not about a cool, new logo

That may seem like blasphemy coming from a brand identity specialist, but for a good deal of Mission’s clients their logo isn’t our primary concern. We take a broader view, focussing on our client’s engagement with their stakeholders, and how it creates value.

In fact, the preoccupation with identity is part of the problem for some businesses. They typically create a new logo, set up the guidelines and think, ‘that’s the brand ticked off the to-do-list.’ Whilst this creates lots of attention, the energy will dissipate, the investment will fade and they will drift into the limbo of forgotten brands.

Find out more about the relationship between identity, brand and branding.

It’s better to proactively communicate in small and big ways, day by day, month by month, year by year to make connections. This will register with your stakeholders and build a positive viewpoint with several benefits:

New products and services are well received
You demonstrate that you are in touch with industry developments
Stakeholders feel up to date with business progress
You create a channel to address any negative opinion.
Publikum vil merke drivkraften i virksomheten
You demonstrate what matters to you, instead of following along

The long term advantage is that you stand apart from the competitor’s ad-hoc scramble for attention. You have a steadfast connection where your messages will be sought out, valued and acted upon.

Mission’s clients are reaping the rewards of this approach. Our award winning work for BAMA Storkjøkken (BSK) didn’t happen overnight. We uncovered the chef’s desire for more inspiration about produce, nutrition, as well as best practices in the kitchen. We met their needs with a paced flow of, product literature, events and digital initiatives that have changed the way chefs look at BSK, from a supplier to a source of guidance.

Another client, SAFETEC, is a company with deep expertise operating on a global level. They’re based in Norway, UK, Malaysia and Australia, but didn’t feel like a unified culture inside or out. By introducing a new website, we created a platform where company-wide business developments could be shared month after month, consolidating into a site that presents their expertise at work, and across the globe.

More recently, we worked for EVRY and introduced a strategic message about Digital Advantage, which has given the workforce of 10,000 people a sense of a common purpose. Thus, they can avoid the mixed signals that all IT companies send out. EVRY now has a clear focus in all product literature and all news and videos that they publish.

These clients do three things well.

1. Always start by asking “Why?”

Why do we do what we do? How do we help people? What value do we bring? These are fundamental questions that help establish your purpose as a business. New companies may have instinctively worked it out, but don’t realise it. Established companies may have been so busy with operations that they’ve forgotten it. Whatever your situation, defining your purpose is the source for all communication going forward. It will help you decide what to say and equally what not to say. You’ll easily develop an agenda, and understand the way you need to talk, to engage in a fruitful way.

2. Think internal and external

Your employees are the best ambassadors for the business. By sharing your purpose with them, you’ll build unity and focus. Customer facing colleagues, are in an especially unique position to create positive customer experiences. They can build a dialogue with customers either face to face, or through social media. This creates a feedback loop for you to make improvements to the business.

3. Slowly, but surely

The goal is to create a positive perception in people’s minds, but this doesn’t just happen. It requires a regular stream of small, but relevant initiatives to engage customers. Sometimes you might get it wrong. Even though digital is now embedded in our lives, many companies falter with their social media channels. The important thing is not to give up and disappear into brand limbo. Regroup, and fine tune your approach. Eventually it will become second nature where you will find an audience more than willing to listen.

It’s fair to say we live in more accountable times, where budgets have to be justified, every kroner is analysed and design investments have to fight for their place in the annual expenditure. Short term thinking towards brand building will only get you so far. Better to take a long term view and see the brand as a business asset that will create value every day, if it’s skillfully developed.