I ran across a company today whose boilerplate description reads thus (the name has been changed):
ABC Communications is a creative marketing partner to our clients. We are experts in building brands and promoting product across all media channels. Our ability to seamlessly integrate online and offline communications in a compelling, unique and effective manner has given us recognition in the quickly growing online community. Providing inspired ideas and compelling creative that empowers and optimizes market presence is our passion!
It’s an agency. Their specialty seems to be integrating off- and online work. So 2009, don’t you think. But let’s not be catty.
My problem here is with the use of the words “brand building.” Copy the first para. of every agency website extant and paste it into a file then search for “brand building” and you’ll get an 80%+ hit rate. Why? Because every tactic can be seen as brand building, so say the unwashed agency masses.
Real brand strategists know otherwise. Brand building starts with a real brand strategy. A claim or promise and unique proof array. All the marko-babble about “mission” and “values” and “personas” and an assortment of similar agency taxon used to create a halo of understanding between agency and brand marketer really just comes down to “Is there an organizing principle in place that allows for brand building, in a measurable way, that ties to sales.” With measures that are discrete and finite. In a way that allows brand managers to say “no.” If so, you have a brand strategy. And you can build brands. Otherwise your tactics are nothing more. A loose federation of acts to increase awareness, interest and sales. Simple templates for action.