1. It is not a new logo
2. It is not a new website
3. It is not a new catalog or brochure
4. It is not a new color scheme
5. It is not a new tag line
6. It is not one-size fits all
7. It is not a new advertising campaign
8. It is not a function of the marketing team
9. It is not easy

Nearly three years ago, our company decided to break apart our product lines into multiple brands. Our was a strategic move done in order to allow us to approach each line and market in unique ways. It’s proven (with adoptions and adjustments along the way) quite successful. Through this process we’ve launched 5 (soon to be 6) new brands into market. And this experience has taught me many important lessons – the most important of which is that true brand development is not something that you should (or can) just pull together quickly or alone. It is not a function of the marketing team it is a responsibility of the strategic team, or better yet of your whole team.

When we first launched our “branding” initiative, we thought it would be easy quick straightforward. We’d break the product lines apart. Give each a new name. Develop a  few websites. Create a few catalogs. Come up with a logo and tagline. Bam! Done. And that’s what we did. It seemed so simple, so “easy” (not the word I would have used during the development of 5 websites, catalogs, and trade show booths but looking back now it was the “easy way out”). It also wasn’t very successful right off the bat. We didn’t have unfounded expectations of growth right off the bat but we did expect better traction than we had. Then came the hard truth – these weren’t brands yet. They were still just products.

We had successfully broken off relaunched our smaller product lines with new names, logos, colors, etc.. But they didn’t mean anything to anyone. And they didn’t stand for anything yet. Apart from our namesake behind them they were just products, new players in a mature market. We knew the decision was the right one, so there was no option but to face the reality that it was the execution that was the problem. So I did want any analytical learner personality does as a moment of uncertainty – I became to read, to study, to educate myself and my team. And boy did we learn a lot. We learned that a shiny new cover doesn’t make for a successful brand. Rather a successful brand needs to be rooted in clear positioning, unique values, strategic initiatives and understandable differentiation.

But those are the things that don’t come easy. Or quick. Understanding those items requires you to take a good hard look in the mirror and answer some really tough questions about yourself, your people, your competition, your market and your future. And only if you can do that can your brand be successful. So that’s what we did. What we are doing. We’ve come a long – further on some brands then the others – and its not easy, and not always fun. But man is it worth it. The days when a breakthrough happens, its like the whole team had been functioning in a fog we didn’t even know existed until we cleared it. Those are the days that I realize how important real brand development is (its also the days I realize that with each of these breakthroughs my job gets a little easier).

Over the next few weeks I’ll be sharing a few of the books and ideas that I have found really helpful and inspiring as we’ve ventured on this brand development education and process. I won’t post on everything I’ve read or learned (maybe though in time) but if you are interested in learning more check back. Or reach out and I’m happy to recommend a few of my favorite books, articles, and sites.