Branding can be a "result." — Strategy begins with creating a "flow of value" —
Hello. I am Kazuki Matsumoto, a branding director.
"I'm working hard on design and social media, but I'm not seeing any results."
This is a common concern I hear when consulting for small and medium-sized enterprises and sole proprietorships.
And what is common in many cases is that they are bound by the premise that
branding = polishing how things look
.
However, the more I observe companies that are achieving results in the field,
the more I have come to think this way instead.
Branding can be a "result."
Strategy begins with creating a "flow" of value.
Logos, social media, promotional materials—.
They are all important, but
they are all "point" initiatives.
What truly determines the results is
what you have chosen to value
what you have chosen not to choose
the "standard (ruler) of what makes your company unique" that appears in that accumulation
and whether the entire business is connected by that standard
in other words, the "path (flow) of value."
If this flow is not organized,
no matter how much you refine how things look,
results will not move forward.
Conversely,
a brand emerges as the "result" of an organized flow.
Therefore, there is no real need to rush to "create a brand."
So, how do you organize that flow?
Where do you start?
In what order, and how do you put it into practice?
This is where the "real work" of branding strategy begins.
In this article,
I have only covered a "part of the mindset" that serves as the entry point.
To change your efforts from "points" to a "flow," an understanding of the big picture is essential.
From organizing value to creating strategy, implementation, co-creation, and habituation—.
I have summarized the 5 steps to move your business "flow" forward on my blog.
👉 Click here for "The Big Picture of Branding Strategy (5 Steps)"
(Branding Strategy for SMEs | From Organization to Implementation"Designing the Mechanism5Steps")
Branding is not an objective.
Once the flow of value is aligned,
a brand will emerge naturally.
Branding begins quietly
by aligning the "flow" of your business.
Mechanism Branding® | Kazuki Matsumoto
― Branding becomes a mechanism through organization. ―