But this #tellthetruths video isn’t REALLY about maps and photographs, it’s about brand strategy and simplifying concepts enough so that they’re useful. In the realm of Brand Strategy we sometimes get carried away and forget that we can say more by saying less.
A Map Is More Helpful Than A Photograph
This video originally appeared in LinkedIn
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TRANSCRIPT:
Hey guys, it’s Rebeca Arbona with BrandTrue, and I want to talk with you about brand models. Specifically, as someone who is a brand strategist and works in this area, we often work with models. It’s really important to create models, I usually call them brand definition models, that encapsulate the different elements of a brand and get it together all on one page so everyone in the organization knows what the brand is about and can use it as a touchstone.
Here’s the problem: In a lot of places, you’re going to be ending up with a model that’s really complicated, and it’s the reason why even though I’m a brand strategist, sometimes I refer to the discipline of capital B, capital S, Brand Strategy, as, that’s right, BS, because we try to do too much, we try to say all the things, and I really have a belief, we have a belief at BrandTrue, that we say less to say more, to convey more, to communicate more.
And so what I think is a really helpful metaphor to use to wrap your head around this is that a brand model is a map, not a photograph. If you look at a photograph you don’t know how to get from here to the airport. You look at a map and taking out details that aren’t helpful, distilling to the most essential, we can get from A to B.
When you have brand models that are really quite distilled, quite simplified, they also become quite memorable, and quite useful and they’re more fit for purpose in terms of everyone understanding what the brand is and rallying around it, and it becoming truly a part of people. And that’s how you bring the brand to life.
So, so that’s how we do our work with a really, a relentless focus on simplifying, not for the sake of doing away with things that are important, but in the spirit, of being able to see and grab what is most important. Yeah, that’s what I think. So if that’s interesting to you, here we are. Give us a call, let us know if you wanna chat. We’ll always be happy to chat. Thanks. Bye!
