■ “Branding!” “Branding!” “Branding!”
Many companies say, “We want to do something about our branding,” but aren’t they moving forward without a clear direction? Do you want to take the time to convey the value of your brand slowly and carefully, or do you want to grab attention with flashy advertisements? These are two entirely different approaches. Moreover, deciding which platform to use is crucial, and if these goals are not shared internally, the direction often becomes fragmented.
■ The Risks of Lacking Consistency
Even if a company says, “We want to strengthen our branding,” if specific goals are not set, each team member may interpret it differently. As a result, initiatives like logo redesigns and social media ads may proceed independently, leading to a disjointed overall picture. To convey a brand’s value, consistent messaging is essential. Once the direction wavers, it can confuse followers and customers, potentially eroding trust.
■ Choosing the Right Platforms and Internal Alignment
Additionally, deciding “which platform to use” is equally important. If you’re targeting a younger audience, platforms like Instagram or TikTok are effective, while blogs and email marketing work well for deepening relationships with existing customers. If this selection is unclear, even the best initiatives can fail to deliver results.
The most critical step is to clarify “what you aim to achieve” internally and ensure everyone is aligned. Organizing the core message and values of your brand and consistently communicating them is the key to successful branding.
■ So, What About Hong Kong?
How many times have clients said, “We want to do something about branding”? Honestly, in most cases, the goals differ entirely between management and the marketing team—or even among team members. The most common goal we hear is to create “fun, cool, beautiful, and impactful ads that go viral.” However, doesn’t this sound more like a question of creative strategy rather than addressing branding challenges? Let’s start by identifying and bridging the perception gap within your team?
■ Conclusion
In conclusion, the desire to “do something about branding” must be translated into clear objectives and actionable steps. That is the first step toward building a stronger brand.