The debate is ignited between the ideas of Milton Friedman, an economist guru in the 1970s with his book “The Social Responsibility of Business is to increase its profits” and those of Emmanuel Faber, president of Danone, very sensitive to a new vision of the company based on sharing and social justice.
Indeed, some argue forcefully that good feelings have never met the economic requirements of a company, which must above all make profits to “run the machine”. And this, without having too many moods, with a management dominated by profitability alone. A management under pressure which often works and participates in the happiness of the shareholders… and by runoff to the employees !
Others, such as Emmanuel Faber, in a famous speech to an audience of future HEC managers, declared “Now, after all these decades of growth, the challenge of the economy, of globalization, is social justice. Without social justice, there will be no economy.
Between the apostle of economic liberalism and the humanist preacher, who can believe?
I do not believe in peremptory statements: your society is first and foremost a story, an experience and above all a will, yours!
Also, far from taking sides, it is up to you to define the brand identity of your firm and especially to stick to it by developing your brand identity charter, based on the following items:
“From the method is born the creation” without wanting to approach the discourse of the Method which has its limits, the platform of brand of your company is too vital a charter not to follow a precise methodology.
Of course, defining a brand platform begins with the elaboration of the points mentioned above. But do not think that after describing these items you have completed your task. It lacks all the flavor of the identity heritage: structuring and differentiating signs, semi-linguistic analysis, visual identity, mood-board)
Positioning is not enough. You need to define an editorial line based on a proprietary language based on the following significant aspects:
Follow this procedure:
To help you put forward your platform of expression, here are some questions that will enlighten your vision:
– Where did you get your name? What are your values?
– What is your signature?
– How would you define your personality?
– What do you bring to your customers? What is your mission?
– What are your short and medium term objectives?
By structuring your brand identity through the development of a brand platform supported by an expression platform, you build solid foundations for the success of your marketing, communication and sales strategy. With one major asset: consistency.
By giving clear perspectives to your collaborators, you trace their road and yours!
Last but not least: prospects will prefer your brand. For one simple reason: a shared understanding of your difference.
It is up to you to amplify this difference by marketing the appropriate offer which, while broadening your targets, always fits into the identity paradigm that you have determined. This is the price of your company’s sustainability. To know more about brand identity and branding activities, click here to contact us!