Is your brand ready for the big time?

For a company that has been successful in one market, it can be frustrating that this success does not immediately translate to a new market. On paper there should be strong demand, but for some reason that does not turn into sales.

It is our experience that many privately owned companies settle at a natural level of growth and profitability. This tends to be due to management reliance on organic growth and friendly relationships while establishing the business model. There is nothing wrong with this, however as there has been no urgent requirement for marketing or brand building, these aspects tend to be neglected.

Although the business may be successful, it will have reached a plateau, as the brand and values merely reflect those of the management. To take full advantage of the world market, the brand must become independent and relevant to its customers. It's a bit like a child who is ready to leave the nest and stand on it's own two feet.

And like that child, an independent brand may need to look and behave in ways the parent may not approve, as it tries to fit in and be popular. There will be small steps and trip-ups, as managing a brand takes a different level of commitment and energy to that which has made the current business successful. 

The personality of the brand must become separate and distinct and it’s reputation must exist independently from that of management. This is the essence of the “brand”. The company must now exist to benefit the needs of the customer and not to simply fulfil the expertise of the owners.

Does the personality of Coke reflect that of the board. Are the managers of Nike all athletes? It doesn't matter. These brands are not closed and impersonal, they are open and invite others to join them and see themselves as part of a movement. The great benefit of this investment in brand, is the ability to achieve growth and profitability beyond the “natural” level of the initial business. It is now ready for the big time.

Andrew Wylie is the director of Pandemonium, strategic thinkers in marketing, sales and creative