“Show me the logo!!” he shouted, midway through my credentials presentation. “But we have to do the research, analysis and positioning, competitive audit and understand your business model and objectives before we can even begin to develop creative design concepts” I said. To stop him from walking out the room,
I had to promise him that at our next meeting we would indeed have some corporate identities to show him. This was 2 years ago in Doha and while the client was a high ranking Government official and Chairman of a NEWCO, this attitude I have found,
to my horror, not exactly uncommon in these parts. True the Doha Asian Games brand image and look programme for which
I originally came out to Doha as a London agency client director
has lifted the veil, so to speak, on what is possible with excellent branding and what can be achieved with an holistic ‘look and feel’.
With the nightmares of what has happened before, (e.g. a leading Qatari Bank’s new logo created by a Dubai-based company being remarkably similar to Royal Bank of Scotland’s identity), I felt sure that enlightened Qatari companies would welcome a professional strategic and creative advertising and design agency focused on brands when I set up “grow” eighteen months ago,
and in the main I was right.
Yes there still is the cry of “I need a logo” for next to no money, but clients are willing and receptive to understand how the creation of a brand which is campaignable and has longevity is more than just about the logo. Our clients want to hear how we can add value to their brand by creating effective positioning and differentiation which will, in the long run, increase their market share, their profitability and lower their customer acquisition costs, while giving them a platform to launch new products and/or services as part of the brand development. These companies understand that what differentiates a great brand from merely
an ordinary brand is how the product or service is communicated and perceived at each stage of the customer journey.
So while Qatar makes its great leap forward onto the world stage taking bold steps to define its identity, Qatari companies are working hard to articulate their positioning and establish their communications - from tone of voice to look and feel - that are integrated, compelling and true.And some of these are companies who used to give their Annual Report to printers and say “here you design and print it”. Now we are receiving calls from companies who understand how important the Annual Report is as a marketing and communications tool to promote their brand, outline their future plans, attract new investors AND reach the entire stakeholder base - employees, analysts, community groups and business partners. When we tell them that it plays a vital role in communicating their strategy, objectives and performance, while conveying their values and culture, long-term factors which influence investors’ sentiments, they are all ears.
And the same is true for advertising campaigns, corporate brochures, CSR, CRM – clients want holistic, integrated communications that are going to deliver, on the brand
promise as well as on ROI.
And for those who still just want a logo, go to http://www.makemyownlogo.com. |
