Those who know do, those who understand teach.

Well it's another great day in Vancouver, sunny and warm. The skies are clear and the mountains can be seen from miles around and from my window. Today I'm working on some taglines for a couple clients of mine, which brought me to realize that very few clients truly understand the importance of "Branding".

I think the word branding has been over used to the point where clients hear it a lot but forget what "real" branding is and not what the hundreds of fly-by-night communication companies tell them it is. It's not a commodity and shouldn't be dealt with in frivolous manner. Quite often it's the first thing that less experienced communication companies will tell clients to change because it's an easy cash grab for them and the clients aren't as attached to their branding as they should be.

A tag line is just one element of a companies brand, albeit an important one, but the total sum of the logo, the colours, the strategy and the tagline all work together. Most companies, especially those that are small to mid size think that branding is something they need or something they will get to when they have more time or money. The reality is that branding is the first step in a companies inception. It "is" who you are, what you stand for and what separates you from everyone else.

It should be the foundation on which you build a company, it should be in your business plan, it should be the spark that starts your entrepreneurial spirit.

Sure companies can revamp their brand, give it a new logo, a more modern spin on the tagline but one has to be careful to not deviate from the original brand strategy. Don't forget who you are and what you stand for.

A good example of this is Coke and Pepsi. Coke has the same original logo since it's inception. Pepsi on the other hand has gone through a myriad of logo changes over the years. Both of them have changed taglines from time to time but Coke has remained true to their brand strategy over the years and it's paid off. Pepsi has lost it's way, it seems as if they are trying to keep up and stay cool and relevant. That's suicide in this marketplace. Stop trying to be something you're not and be who you are.

So when clients approach me and are looking for new taglines or logos I immediately ask them a barrage of questions. What does your company stand for? What makes you different? If your company had a personality what would it be? and on and on. It amazes me when clients look back at me with a puzzled look on their face because they have never thought in-depth about their brand before. This should be the first step. But that's what I'm here for, to help them out and get them on the right track. It's what I love to do. Brand strategy is pinnacle.

In my mind the best brand and tagline ever...NIKE - Just do it. It sums up everything they stand for and the brand personality in just three words. Not to mention, the use of the swoosh is a symbol most recognized around the world all on its own, without words. Now that is a powerful brand.

If anyone out there needs help with their brand drop me an email, my company www.creamontop.ca can help you out. You can also check out my personal site for history and background kevinsimcock.com

Cheers