A Good Brand Feels Loved: Brands Need Shepherding
Good branding means tending to the market, your customers, your identity and the media. These elements shift from time to time for various reasons. You need to know how they shift and when to shift with them. Think of it this way. You’re standing behind your four-year-old daughter pushing her on a swing. You send her out and watch as she swings back to you. You send her out again. You measure the strength of your push by her reaction. Is she smiling and having fun? Next time you push a little harder. That one is better. Now she’s laughing. That’s where you want her: excited, having fun, feeling adventuresome and safe in your care. Do that with all aspects of your brand and it will feel well tended. Your brand will feel fresh, strong and loved.