Advice please…branding question
A client is about to launch a new global service that, if successful, will transform the company’s business model. They’ve made a significant financial investment and are taking a considerable risk with this new service. However they plan to launch it under what I consider to be a very weak brand, and I’d like to hear some opinions on what to do about it.
The chosen brand name reflects the client’s internal processes instead of customer benefits. The chosen words actually have a very different and widely-accepted meaning to the outside world, and this will no doubt lead to confusion down the road. 
Here is the challenge. The client has hired us for our editorial expertise. We are involved in copywriting and materials development for the new service launch. They have not been asked for, nor paid for, our advice on the brand nor any strategic counsel. And, this is a new relationship so it’s early days to go in all guns blazing.
For now, I’m biting my tongue. I put the question to Strivers and other PR bloggers. What would you do?
Other Strive Notes on branding you might enjoy:
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Just Googling around looks at protection.
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Corprates slow to react looks at blogging about brands.
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Why not informally give your opinion – not with all guns blazing, but bring it up in a conversation. A ‘have you thought of….’ or ‘what are your next steps’ approach. Don’t bring money into the conversation. Not yet anyway. I agree going in with all the answers before you’re asked can alienate even the warmest client relationship. They undoubtably take a lot of pride in their work, have thought long and hard (maybe not strategically) about what their doing and have big hopes for the launch. And, they’ve probably had their share of success before Strive came on board. Don’t let them go without the advice, but if you’re looking for a long term relationship offer up something without a price tag attached. A value-add instead. I’ve seen it do wonders.
One more thought, see if you can get them to do an exercise – informally – with their ‘customer hat’ on…not their internal focus. Perception is reality and what the customer thinks is first and foremost. I know I’m preaching to the choir here…but you might jolt them into a big ahha! moment, where they put the brakes on, and pay attention to the brand and how it resonates with their most important audience.
Yes well I can’t even start to guess who you are referring to and I think we should tell said client – but gently – after all they are in branding so don’t want to appear – well too smart for our own boots – just a sort of feedback type thing – they have hired the comms people to guide them…
I’d ask them if they’ve tested the messaging with any kind of research. If not, suggest a focus group of potential customers, just to be safe. Remind them of the investment they are making, and how important it is to the company that they succeed. Then let the market validate or reject their branding.
Take the initiative and let them have your full, unreserved opinion. Whoever they have advising them is clearly – in your opinion – not up to the task.
That’s not to say you’re right; but who wants to be sitting on the sidelines, right? Look at it this way. If you’re right, the client will be swayed, your reputation enhanced and you enter a blithe win-win. If you’re wrong you might well be personally and professionally disgraced, but your conscience will be clear. You’ll also know for future reference that you’re really not very good at this branding thingy after all. Maybe a career change is in order?
Be brave, forthright, and damned opinionated about it. Tell the client what you think about their stupid-arsed brand in the most outspoken, insensitive and vulgar manner. Go right to the top if you have to but don’t let it drop. Be hostile, offensive, and even rapacious if you have to be and if it all goes wrong – just publicly badmouth them later. Believe me, only by being truly brave will you succeed.
Uri Competition
I would probably take a softer approach to Uri, but I agree that it would be a mistake if you don’t voice your opinion.
At the end of the day, your future success is tied to the success of your client. You say that the client has put considerable effort into the project. If that is so, you can bet that they’ll probably be open to suggestions, feedback etc.
I would probably start by voicing concern over the effectiveness of the branding. Even if that doesn’t have an outright effect, it may get people thinking about what you’ve said and forcing them re-evaluate their position. Speak to the company’s marketing department; find out if the initiative is being led by any research they have done, and how the branding ties into that. They obviously perceive a demand for the service, they must have gathered this from somewhere and this should help inform the brand.
Personally I feel that even though the client has not paid for any strategic advice, you should make your concerns heard. On a selfish note, if the whole initiative fails, it will hurt future revenue you may get from the client; so it pays to try and help them get it right.
Thanks everyone for your thoughts on this one. I think we are going to suggest getting a few customers around the table v informally to float the brand and the service and see what they think about it. Low cost. Outward looking. Non-threatening. I’ll let you all know how it turns out.
[...] Advice please…discuss how best to advise clients on branding issues. [...]
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