Serious question.
I recently had the opportunity to bid on a branding project. A re-branding project to be precise. I lost. It happens.
But whenever you lose in a competitive situation you have to ask yourself why. In this situation I believe it came down to how I defined brand. Their focus, in hindsight, was placed upon ‘look and feel’, whereas mine was more on content, education and user experience. I don’t believe I was wrong…a new design was not going to change how their target audiences perceived them nor was it going to promote two or three new lines of business. So I focused instead on what I thought they needed and made design only one piece of a larger branding exercise. However, I lost the opportunity, so my approach to the sales meeting was wrong….and in the end I can never say with certainty that I was right about how I defined ‘brand’…but I ramble.
I suppose my question should not be ‘can you define brand?’, but ‘how do you measure your brand?’.
That question might have served me better.
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