Branding = Big Whigs? 2

Hello Everybody,

First I want to thank everyone who commented on last weeks post about Branding and Big Whigs. Nicho, Jason, and Jason Lerke all had really good input & perspective on the issue. I had realized that my posed question could really take two directions.

1. One would be from the perspective of branding being a perspective of the consumer and/or demographic. I this arena, no matter whether you are a huge corporation or a mom & pop shop, you have a brand. You exists therefore people have a perspective about you whether it is positive or negative. Obviously graphics & branding can help influence this perspective but it exists for all companies.

2. The second direction would focus more on the aesthetics and strategy behind a branding campaign, not so much on the consumers perspective. In this arena, I think we are talking about the plans and strategy behind swaying and influencing their perspective. This is more where my mind when this question was posed. I have come to 3 conclusions on how this unravels in my mind

1. You have a brand whether you like it or not. Big or small. People can chose to tend to it or can ignore it and let it manage itself.
2. Materials can be made in a small business area, even if the client doesn’t fully understand the strategy. However, this to me can be some what lost in application due to loss of direction and vision
3. To achieve a legitimate STRATEGY and plan towards a brand and how it will be interpreted, it must be executed in a big whig arena. I dont think the small business world understands it and/or is willing to pay for it. A real branding strategy takes much research and really gets into marking and out of the design spectrum. I think there are ideas and concepts that we can incorporate on a small scale with the small businesses, but when its all said ands done . . . I do think that Branding (Strategy that is) is for Big Whigs!

Tell me if I’m wrong.