13 Nov BRANDS MAKE MONEY
In a recent pitch, Sherpa director Elsa Barnard was describing the first “Sherpa” brand that we developed eight years ago. It was a small account with limited budget. Our client had just acquired a small but distressed business for R 400 000. All she had going for her was a vision, determination and bravery. She was ready to climb Everest.
We differentiated her brand sharply, lifting it from the quagmire of same-old, meaningless competition. To do this right required a huge amount of trust from our client. It wasn’t just the way that we positioned her brand that differentiated her – it was also about how she made her business on-brand, aligning her people and processes to the brand values so that the market experienced what she promised.
Just two years later, our client’s biggest competitor bought that little business for R 4 million. The brand remains in the market today.
We’ve developed many brands since then. Our vision of providing top-end brand strategy and activation remains the same. A couple of days ago we received the following unsolicited note from the owner of a well-established business:
“Just wanted to say a big thank you to Sherpa. The re branding you did has worked fantastically, for the first time in our history we have a full order book for the next 6 months. You have no idea how that has influenced the profitability and enthusiasm. At the time you did your presentation, I must admit that I was sceptical, but our investment was worth every penny. Thanks again and my best to you and your team.”
Having a brand that differentiates allows you to stand out so that people actually looking for what you offer (be that product, culture, values, belief systems, the experience, ease of doing business, or sometimes just because associating with you says something about them) can find you and spend their money with you.