“If they only knew.”

When I hear this phrase, I know it’s going to be a great branding project. 

When I’m talking to a client about prospective customers, at some point I’ll hear something like “if they just knew how much we cared, they’d sign up for our services,” or “if they just knew the true value of this, they’d actually think the price was low!” Or, I’ve heard “we’re the best kept secret in the industry.” 

So you’ve got something good. A product, a workplace culture, an R&D process, something that makes your organization great. But you’re not sure how to shout it from the rooftops. There seems to be a huge gap, and you’re pretty sure another banner ad isn’t going to close it. And you’re right.

If you’re saying things like that, you’re in a perfect spot to take a look at your brand, your visual identity, and eventually, your marketing. Because that’s exactly what those things solve. 

A good brand strategy doesn’t just ask what you’re good at. It asks what your target audience wants at a foundational level, and seeks to give that to them, packaged in a way that makes them feel like they belong with your brand. A good brand strategy doesn’t look at social media best practices first, it asks why people would care about you in the first place. 

Once you have that, then you can confidently say “they’ve seen our brand, they know us, and they love us.”