It’s Worth it to Have a Brand Plan
We rarely hear clients announce that they need a branding strategy. Things usually start off with something like, “we need a new website!” or, “Holy crap, my marketing manager just signed us up for this trade show and now we need an exhibit booth, a brochure and a clever giveaway!” When production deadlines are looming, it’s hard to look at the big picture to make sure that your message, graphics and style are all tuned up. But jumping into production without that will lead to marketing tactics that lack focus and that have a very short shelf life. When first digging in, I use this simple guideline to help determine how far up stream we need to go before launching into production.