It used to be a much simpler world for brand development. The tough questions related to name, design, and color. If you were launching a new tech company circa the early 2000s, you might wonder whether to include a swoosh with your logo.
The messages – i.e. the copy surrounding the graphical components – might have been
Today it’s more complicated, as I wrote in my post: United we Brand. We live in turbulent, divided times. It’s tempting to play it safe, but companies and their leaders are either being dragged into politics or proactively taking stands and speaking out.
What does this mean for the arts of messaging and brand development? I saw an article in the Wall Street Journal yesterday which made me wonder where all this is going. It reported that major advertisers are taking brand safety to a new level – by blacklisting news stories based on political keywords mentioned in the content.
Rethinking the Brand Question Framework
When companies are defining their brand attributes, one of the first steps involves sitting down with an expert, who asks innocent but sometimes irritating questions. For example, if your brand was an animal, what kind would it be? These articles explain more: 7 Tips to Find your Brand’s Personality and The 8 Question Framework for Successful Rebrands.
PR messages are workshopped too, although it’s typically a less abstract exercise.
It seems certain that the questions will change based on today’s realities. Maybe companies will start hiring political messaging gurus like Frank Luntz (whom I blogged about) on the right and George Lakoff on the left (see this post) to better tell their brand stories.
You can envision a session involving a startup with no obvious political leanings, e.g. not a gun company. Say a soft drink company.
Branding and messaging guru: