The benefits of brand over the long term are being ignored because of short-termism and short-cutism, writes Jim Ritchie.
Brand is often dismissed as merely a strategy, the foundation of other, more “significant” activities, or, worst of all, a metric to measure campaign success.
There isn’t a widespread, genuine understanding of brand because it doesn’t provide immediate benefits. Too many businesses – and even some marketers – confuse brand with business objectives.
Run an ad campaign or dive into performance marketing and sales go up. On the other hand, brand offers value that is less immediate but becomes tangible over time
With that in mind, brand should be the continuous thread that runs through everything a business does. Yet it’s often surprisingly overlooked.
It’s easy to criticise advertising for its declining relevance or dismiss marketing for focusing on short-term gains, but those aren’t valid reasons why brand should take priority.
The reality is that brand is a more effective and valuable use of dollars over the short, mid, and long term. A strong brand – platform, identity, positioning – helps businesses define what they stand for, how they differ from their competitors, and what will resonate with their audience. More importantly, it guides and course-corrects when necessary.
So, where are the wheels coming off?
Dwindling attention spans and an ultra-short-term mindset have created an “ain’t got time for that” approach. This is visible everywhere in dissonant narratives, ill-considered perspectives, and inconsistent applications – hallmarks not just of short-termism but of short-cutism, too.
People are either too focused on the present or unwilling to invest the time, resources, and rigour into doing things properly.
The first step: understanding the “why”
Many clients come to us for help with their brand or website, and soon after, help with their brand in market.
Throughout this process, the most common question they struggle with – and the one they must be able to answer – is: What’s their “why”? Hat tip to Simon Sinek. What’s the reason their brand exists? Is it purpose-driven, with a noble resolve, or does it simply have a practical function?
If you can't articulate why you exist, you’ll struggle to articulate what you do, why you do it, the value you offer and who you’re talking to.
The value of your investment
Now that you know your why, you can create a well-considered and resonant brand.
A distinct brand sets businesses apart from competitors. Even if your offering is on par with others, having a brand that is tangibly different from the rest is priceless.
A consistently applied brand builds long-term value. Brand equity, accumulated over time, pays off by enhancing customer perception, fostering goodwill, and maintaining relevance in the long run.
Nurturing the brand over time creates customer loyalty. This means repeat purchases, reducing the need for heavy spending on customer acquisition and retention.
Businesses need a brand that reflects who they authentically are – what they stand for and what they don’t, what value they offer, and what they refuse to compromise on. By tackling these challenges with intellect and integrity, and delivering solutions with insight and diligence, businesses can create authentic brands and compelling identities that stand the test of time.
Avoid the trap of short-cutism
Business owners, marketers, and management teams are often overwhelmed by sprawling, 60-page marketing plans that attempt to cover every angle, only to leave them paralysed by detail and jargon. It’s little wonder they fall into the trap of short-cutism band-aiding over broken brands with marketing and advertising.
You can change your logo, update your website, or launch an ad campaign. But if the core of the brand hasn’t been clearly defined, no marketing effort will bring long-term results. The only way to fix a brand problem is by understanding and investing in the structural integrity of the brand.
There’s no shortcut to uncovering a brand’s genuine expression. But it’s a long game worth playing. It’s the key to long-term loyalty, differentiation, and value that no short-term or tactical activity can match.
Translating who you are, what you stand for, why you’re distinct, and the value you offer, into a clear and compelling brand and identity is no small feat. But done right, it will ensure long-term success where others falter.
So, who’s ready to play the long game?
Jim Ritchie is the Strategy Director and Partner at brand agency US+US.