We’ve all heard it before…if your brand was a car, what type of car would it be? This is not an analogy we would ever use, and we generally do not answer if asked. A question like this is hugely subjective and often more linked to social standings rather than any direct connection with the brand.

However, we have often found a car analogy to be highly effective when reinforcing the true meaning of Brand Strategy and Development.

Freud suggested, an analogy won’t settle an argument, but a good one may help to clarify the issues.

It’s all in the detail

Behind every successful brand, there are multiple driving forces working together. Similar to a car, many different brand elements contribute to its successful running and on-going maintenance.

Your brand needs to be a well-thought-out machine to not only help reach your initial destination but to travel far beyond all expectations. Your brand will go on a journey, and obstacles will get in the way, and so you should always be ready to adapt and evolve when needed.

It’s not just the badge on the bonnet, or your company logo that defines brand success, it’s the hidden details that create and define true consumer loyalty and emotional attachment.

Head in the correct direction

Branding is like designing a car for a market – you can’t target everyone, you must first understand your audience in order to provide a distinctive experience.

Defining your target audience will help you to create a tone of voice that truly speaks to your customer. This provides direction for your marketing and ensures more consistency in your messaging. Through consistency you will build trust and nurture stronger relationships with your customers.

Love of craftsmanship

Craftsmanship, obviously, isn’t something that just happens. It requires a great deal of time, patience and effort. Meticulous about the details, taking the time to add polish and style to the small things that can easily go overlooked. These details make a difference and raise the quality of our work.

You do not need to be a luxury or artisan brand to apply craftsmanship to your brand strategy. It is more about applying this as a brand mindset and ethos into your approach to all areas of your business.

Brand craftsmanship is your brand integrity. As with all good craftsmanship, if approached correctly, it will stand the test of time.