Logos are expensive and easy. Get a branding company to write a brief (maybe) and turn loose some designers. Approve some black and white options, wait two weeks for the full color spectacular. Then another 2 weeks for the tweaks and 5 more for the big presentation with the graphics standards manual leave-behind. Within a year every building sign is changed, every truck repainted, the website has new clothes and the marketing department is churning out the logo’ed baseball caps and PDFs. Bam!
But present a brand strategy (claim and 3 proof planks) and marketing plan (obs/strats/tactics) that included not just messaging but staffing, product and experience recommendations and you get that far away stare. It’s easy to change the signs, not so easy to alter behavior. Agencies know what to do with a brand strategy brief. They make stuff. Clients, though, have a harder time navigating brand strategy.
Top marketing executives understand branding is about claim and proof. Proof and deeds. Deeds and experiences. Strategically organized and tightly managed. Peace.