Brand Depth: There’s So Much More Than Meets the Eye

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A strong brand is about so much more than what can be seen at the surface level.

There’s never been a more critical time to get your brand right. For companies not looking to be judged purely as a commodity, fully developing their brand depth and realising its benefits are front of mind. Therefore, if you feel you are underperforming, your brand could be the catalyst for positive change.


Brand Thinking – analysing & describing your business requires you to go deep. This depth will give your proposition new dimensions and make it more tangible. It will provide you with the shape and context to organise and present yourself to the outside world. Ask yourself the following:

  • What do you want to deliver?
  • What do you stand for?
  • How do you want to organise yourself?
  • What do you want to prioritise?
  • What do you want to achieve? 

It will take time, effort, and skill. The very nature of this process involves considering all your business touchpoints, from what your offering is to how you will differentiate yourself amongst your competitors to what your targets and goals are once these elements have been established. Once you do this, you need to monitor, develop, and evolve to keep pace with the world around you.

If  You Don’t, Others Will

What personality do you want to project? Are you cuddly, soft, approachable, and friendly? Are you serious, understated, and minimal? Or are you quirky, innovative, and experimental?

What your company needs to deliver will instigate this discussion, together with an ambition to stand out from your competitors. It needs to be genuine and authentic and always relate to who and what you are. Any attempt to create a false impression or a facade will be seen through by any savvy prospect.

Often those who give little thought to these factors either end up with no brand at all, with nothing to distinguish themselves from the crowd. Or, through a lack of understanding or even respect, choose a path that involves throwing ideas, shapes, and thoughts together to create a brand at the surface level. However, with little passion or substance beneath, these see-through entities will be found sooner rather than later. 

Isn’t your company worth the time and investment to get this right?

If you feel you need help getting to the next level and want to discuss developing your brand depth, contact us today and find out how we can help. Or click here to learn more about our branding services. 

Thanks for stopping by, and we hope to hear from you soon.

The Elastic Team


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