The place where Spiroisms meet brand architecture.
Really. No bull.
So let’s start by defining what
a brand is.
“BRAND” is derived from an Old English word that meant “burning stick.” Owners of livestock burned marks on the hide of animals to indicate ownership. Each owner’s brand was visibly distinctive and recognizable. The brand also communicated relative value—for example, if it represented a highly respected herder whose livestock grazed in a certain area of the Low Country where the grass was extra green and made the meat tastier.
As more people tried his brand of beef, found it consistently tastier time and time again, and told friends about it, that brand came to be prized and commanded a higher price than others. Today, we’d call that beef “low-country beef,” and because it was consistently more delicious, it would be worthy of a 15% premium at the market. How great a brand story is that!
“Amper”- is short for ampersand.
It connects Spiro to Associates in our name. And when that “and” is stuck to “Brand,” it becomes our trademarked process for evaluating your positioning, advertising and marketing, based on all the external factors in the marketplace that work for and against your image. It’s like getting poked with a burning stick—only it hurts a lot less and earns you more.
So do you need amperbranding?
As they say, “paranoia will destroy ya.” And with so much press about the importance of brands, it’s easy to get itchy about yours. Are you growing your brand? Is it working for you? Is it time to evolve? Do you want a side of low-country beef with it? A full-on brand project requires a significant commitment of time and that precious commodity, faith. Tools like the Strategic Brand Assessment can help determine the state of your brand. But there are signs that may indicate your brand needs an AmperBrand® overhaul.
These 10 clues will tell you.
1. Have you lost market position? Did you ever have one?
If you were top of the heap ten years ago and now you’re number three, take a good hard look at your brand. Maybe you got so busy being a leader that you neglected to stay on top of all the stuff that put you on top. No shame in that. It happens to the best of us. Not us, but lots of businesses we know.
2. Are the results you get for your money... underwhelming?
3. Are you happy with your logo?
4. Are you happy with your name?
5. Has your strategy changed?
6. Have you expanded or downsized?
7. Are you a dinosaur?
8. Has the market changed?
9. Have you restructured?
10. Has your company reached... its 20th year?
So where does your company stand?
Healthy brand or unhealthy? For most successful companies, working on brand building – understanding it, delivering on it, communicating it, measuring it – is an all-the-time thing. If your organization has a clear vision of your brand and is acting on it, you’ve probably already stopped reading. If not, you’ll probably find yourself nodding yes to a number of the clues; it may be time to AmperBrand®. Call the Brand Architects™ at Spiro & Associates today for an opportunity to have your brand poked with a burning stick.