After all, why do intangibles matter?
In the corporate world, intangible assets, which I like to divide into (Assets and Resources), are often underestimated.
However, it is these assets — such as reputation, customer trust, and brand perception — that truly define the value of a company.
Intangibles cannot be seen or touched, but their effects are palpable. Ignoring this is a strategic mistake that can be costly in the long run
Long-term
Branding or Brand Management is, and always will be, a game of patience. The results are not immediate because building a solid brand takes time.
It is necessary to cultivate relationships, establish trust, and show consistency.
Those who seek quick results in branding are doomed to disappointment. True value is revealed over time, rewarding those who invest with a future vision.
Strategic Brand Value
Positioning in a Few Words
Positioning is the essence of your brand in a few words. It is the central idea you want consumers to associate with your company.
If you cannot explain your brand's positioning in a simple and direct manner, it means it is still not clear.
And if it is not clear to you, it will not be clear to your consumers either.
Internal alignment
A strong brand starts from the inside out.
This means aligning all internal aspects of the company - from employees to processes and strategies.
Without this alignment, the message you want to convey to the market is lost. It's hard work, but it's essential if the brand's identity is to be reflected at every point of contact with the customer.
Cutting Expectations
In summary...
Managing a brand is not for the faint of heart. It is a lengthy, complicated process that requires a lot of effort and commitment from the client company. If you think it will be a walk in the park, you are mistaken. Shaking up the status quo brings out all possible difficulties and resistance. Ignoring intangibles, such as reputation and trust, is a strategic mistake that can be costly. Quick results? Forget it. Branding is a game of patience; true value emerges over time.
Positioning can be explained simply: Here is a quote from the book "Positioning: The Battle for Your Mind" by Al Ries and Jack Trout, which discusses the concept of positioning and remains remarkably relevant today:
"Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is, you position the product in the mind of the prospect."
Beautiful concept, isn’t it?
But the positioning of a brand cannot be explained simply. Or rather, building positioning is often a long and painful process. There will always be numerous internal issues that need to be adjusted for the “positioning” to have a chance to come to life. Internal alignment is of vital importance – without it, your brand's message gets lost. So, be prepared to roll up your sleeves and face the reality: the path to a strong brand is arduous and full of challenges. But for those who are dedicated and have a vision for the future, the rewards are invaluable.
