Branding Architecture

Branding Architecture

 
A Silly Idea

One of the most magnificent architectural landmarks in the world is the pyramid entrance to the Louvre Museum in Paris. It is unique and unforgettable.

 
Can you imagine a scenario in which workmen began building this pyramid and THEN called in I.M. Pei, its architect, to articulate its purpose, what it represents, what it is supposed to communicate, and how it must make people feel — in other words, relegate its brand to low priority?

No, you can’t. That’s a silly idea. The result would have been a disaster, an embarrassment.

The Ripples Don’t Create the Stone

Yet, countless companies jump right into building their products and raising investment capital BEFORE creating a unique brand.

Too many CEOs — and venture capitalists — believe that branding is an afterthought, the culmination of product development, a low priority. They couldn’t be more wrong.

Branding supersedes all other business activities; it is the first priority. The brand is the stone in the pond — it begets all subordinate ripples: fundraising, marketing, building, and selling. The stone creates the ripples; the ripples don’t create the stone!
 

 
Branding answers the root question: From the customer’s perspective, why do we exist? How to verify this? The proof exists on your homepage.

If unable to answer the root question — crisply, uniquely, memorably — you’ll extinguish your brand and undermine all other business activities.

So, the next time you catch yourself thinking or uttering that branding can wait, that it’s low priority, that product comes first, imagine a disastrous Louvre pyramid. Stop everything to focus on branding — your highest priority.
 

Be Unique or Be Ignored