Unsurprisingly for a branding and design house, we are often asked about the best ways to build a great a great brand?
And we always do our best to keep it relevant to the people we are talking too – ‘your brand should be shaped by your commercial objectives,’ ‘every brand is different,’ ‘branding is an extension of values’ etc, etc…
But more often than not and with the sincere desire to be helpful – we’ll say to people that they probably already have a great brand story and it’s just a case of bringing some more of it to life.
Yes, campaigns can help.
Yes, logos are important.
And yes, tag lines do make a difference.
But it’s the small intangible things that really make a difference and most of the time they’re already there.
Its the stories of great customer experiences, examples where staff went above and beyond, particular achievements, values that you live up to every day, ways that you do things that are unique to you, products that make a difference.
Everybody has these and they are the building blocks to that great brand that you want to build.
Creating great brands is less about set-piece activities and more about capturing the spirit of the organisation.
While compiling The Sustainability Report for Scottish Leather Group in 2016. (An easy task because Scottish Leather Group have outstanding sustainability achievements.) We completed a special feature on the sustainability of the workforce of Scottish Leather Group companies.
As we found – at the heart of Scottish Leather Group’s sustainability achievements was the retention of their staff where they have a tremendous record. One page of the report featured John – one of their operators, who began working with the company in 1975, we recorded a timeline of his service showing how he started as an apprentice and is now helping other apprentices.
What was incredible was that we shared this image as a piece to show what the loft could do on LinkedIn and we were inundated with comments and likes each celebrating and congratulating the well-deserved success of a Scottish Leather Group employee. It shows how the small things can truly make a difference.
A wonderful piece of brand storytelling for Scottish Leather Group and something we still get asked about today.
It is the small things that bring a tender to life, makes a presentation memorable and helps a company to build a reputation.
Bring your culture to life and you’ll bring your brand to life and the best bit is that for most of you – it’s already there.
Benedetto is an enthusiastic Creative and Business person.
‘Design with soul’ may be the company tag-line, but to Benedetto, it is also a way of life. He believes that creative and commercial enterprise is about purity of thought, honesty of construction and boldness of execution.
He believes in bringing out the true essence of human endeavour and considers his job of articulating the great work of people and companies an absolute privilege.
His journey has taken him from a career in car design through to his current role as the Founder and Creative Director of the loft, a branding consultancy in Glasgow.
He is honoured to manage a great team, work with great clients and have a lot of fun mixing with so many great people in business.