Brands are poetry with numbers

…. to be continued from last week.

So, poetry with numbers, Of course, it is a metaphor for clothing a pragmatic reality. Brands mean numbers and profit on medium and long term. Never on short term because there are no brand built over night. Your impatience to see the product on shelves, with instantaneous success, repeated buying and unconditioned love from the consumers is not realistic at all. Just imagine that you are courting a person because you like her. It takes time until you win that person, you must appeal to all your qualities, to prove something ( for example that you are trust full) and all these things take time. The similitude with the relationship product/ service is obvious. All great brands in the world have become great in time and with permanent investments. In our field there is a well known saying: “ equipments get old, cars rust, the only real properties of a company, that can be reinvented and used a long time, are brands. QED!? I hope so.

Last week i was mentioning the development of necessary forces. Some of you will ask why some many different competencies involved? Only one person is not enough, maybe two who can generate a great idea and this is everything? Basically yes, only one person, or maybe two are enough to generate the great idea but it must be studied, realized and implemented in its smallest details. And here comes the team. Your question has a financial cause and it is normal to be so.

Why must I pay all these people for a few months instead of two for a few weeks? Half of the answer you have already received. The other half refers strictly to fiancé and time. The planning, the organizing and realizing a branding process takes time and resources. The purpose is to achieve a complete project, usable and manageable in the future. The purpose is to put in value the smallest details of the idea, of the positioning, of the strategy, of the design, having as final target the creation of a potential brand through differentiation constancy, coherence and notoriety.

All these cannot be achieved in real time and under all aspects only by two smart people in front of the laptop and at the meeting table with you. Financially speaking, weather you work with the two people weather you work with the company that provides you all th necessary competences, you cannot buy them exclusively for the duration of the project for two reasons: they do not want to( they are not your external branding department) and you will not want to( you will consider the prices too high) As you have a business , so do we, we all count the profit at the end of the year.

At the end, two more words about profit. Ours is given by the success of the project for you, and the financial one. Yours is given by the brand’s success on the market and the financial one. We are very much alike.

Brands are poetry with numbers in which you must invest but who will produce values on long term. And they are not cheap and fast.