Conversations

My diatribe on branding based on our current experience and successes:

“You can discover more about a person in an hour of play than in a year of conversation.” - Plato

When we work on branding systems with new clients we like to sit down and discuss what their business means to them. Conversation is key to finding the primary focus on which to hinge a branding campaign.  But that conversation has to be a two way street, and being overly serious or caught up in one fixed idea can be detrimental to the dialectic experience. You can’t, as a consultant, go in with fixed ideas that you have to defend, and you have to help the client break out of their own fixed ideas.

The majority of clients tend to view their company based on their goals, rather than the true value of what they are already doing. Their customers perception of their company will not be based on the company’s aspirations, but on what they are providing to that client and how they do business in the real world. Most of our clients possess an exceptional quality that differentiates them from their competition, and finding that difference in the real world is usually a matter of engaging in two-way conversation. Our goal as consultants is to find the common ground between the company’s self-image and the way that they are perceived by outside viewers.