Are you building the brand or decorating it?

New logo.
New packaging.
New tagline.
New campaign.
All visible. All exciting.

But brands are also built in less glamorous places.
Product quality.
Availability.
Service.
Pricing discipline.
How complaints are handled.
How often you show up consistently over years.

Decoration can make a brand look different.
Brand building makes people think and behave differently towards it.

The two can work together.
They are not the same thing.

What's underneath?

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Does your promise need footnotes?

"We deliver within 24 hours."
Wonderful.

Except weekends. Public holidays. East Malaysia. Promotional periods. Bad weather. Certain postcodes. While stocks last.
At some point, the promise becomes a paragraph.

Brands like promises because promises sound confident.
Customers like promises because they simplify expectations.

The more conditions attached, the less simple the expectation becomes.

Perhaps the strongest promise is not the biggest one.
It is the one you can keep without reaching for the small print.

Read the fine print?

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Is the escalator still moving?

Positioning sounds static.
Find your position. Own it. Defend it.
Except the market refuses to stand still.

Competitors move.
Consumer expectations change.
New categories emerge.
Technology alters what people consider normal.

You may stay exactly where you are and still discover that your position has changed because everything around you moved.

That is the irritating thing about positioning.
You are not the only one doing the positioning.

Sometimes standing still is movement.
Just in the wrong direction.

Which floor are you on?

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Are you colouring inside somebody else's lines?

Every category develops a look.
Banks look like banks.
Property ads look like property ads.
Hospitals look like hospitals.

Then someone decides the safest way to appear credible is to resemble everyone else who already appears credible.
So everyone uses the same colours, words, photographs and promises.

Eventually category convention becomes camouflage.
You fit in beautifully.
Perhaps too beautifully.

Authenticity sometimes requires knowing which rules belong to the category and which rules exist simply because nobody questioned them.

Whose picture is this?

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Who is using whom?

Tools are useful.
Dashboards. Software. AI. Analytics. Automation.

They allow us to work faster, see more and remove repetitive tasks.
Wonderful.

But tools have an interesting habit. Once adopted, we begin adjusting how we work to suit the tool.

A report gets produced because the system can produce it.
A metric gets tracked because the dashboard has a box for it.
A process survives because the software requires one.

Eventually the tool designed to serve the work begins designing the work.

Technology should extend judgment.
Not excuse us from having any.

Who's in charge?

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When did simple become unsophisticated?

There is something about complicated language that makes people sit straighter.

"Strategic ecosystem optimisation."
Very impressive.

"Make it easier for customers to buy."
Less impressive.
Same problem perhaps.

Complexity can sometimes be necessary. But it can also become theatre. If an idea cannot survive plain language, perhaps the language was doing most of the work.

Simplicity does not mean shallow thinking.
Very often, it means someone has done enough thinking to remove what is unnecessary.

Can you say it plainly?

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Are you asking a question or shopping for an answer?

Research can be dangerous in the wrong hands.
Not because research is bad.
Because people sometimes know the answer they want before the research begins.

Then the questions are designed carefully. The sample is discussed. The findings are interpreted. Eventually, surprise surprise, the research confirms what management hoped all along.

That is not discovery.
That is shopping.

Good questions risk giving you answers you do not like.
Otherwise, why ask?

What are you hoping to hear?

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