The vast majority of us understand the importance of building and maintaining a brand. I was 20 and working at ad agency Ogilvy & Mather when the principles were drilled into me. That was the 80s and, while the comms landscape continues to change, the rules haven’t. How a brand looks is intrinsically linked to the heart and soul of the product, it’s part of the company culture, it flows in the veins of its staff, it manifests itself in the way the phones are answered, social media posts handled, customers treated. These are just some of the signals that support the brand and its values and help build trust, the holy grail of every business owner. Without trust all you’ve got is skin-deep branding and even the most impressive multi-million pound marketing campaign won’t save you in the long term.
If the Government were a brand it would be guilty of skin-deep branding. Beneath the gloss and the hyperbole is a mass of contradictions and mixed messages. This pandemic could have been the Government’s finest moment as it steered us through dangerous waters, but its leaders have been weighed, measured and found wanting. On the upside, this is our finest moment. As a nation we continue to pull together, helping each other to keep our families, friends, colleagues and our world safe, irrespective of what the Government instructs us to do. The thing is, we too are guided by the science, but we’ve also added a huge dollop of common sense and humanity.
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