You wouldn’t keep the ‘kit scope’ that comes on your new hunting rifle, would you?
A scope is a highly mechanical tool and if no effort is made to purchase a high-quality scope, experiencing an equipment breakdown is inevitable. If you’re lucky, it won’t happen during that perfect shot you’ve just taken hours to set up, but it can lead to some detrimental consequences if you’re unlucky.
Unfortunately, scope problems can be unpredictable, minor, or hard to diagnose. You may find yourself with unexplained flyers, you may longer be hitting your targets, and you may not even know how to diagnose the problem.
Your brand is the same. A brand is a highly technical tool. Just like a scope, having a brand malfunction can have dire effects on the reliability and accuracy of the shots you’re taking as a business. You may find yourself with ineffective flyers, you may no longer be hitting your targets, and you may not know why!
Sure, your logo is crisp, clean, and everything you ever dreamt of visually – but is it fit for purpose? Does it tell your story? Does it reflect and encompass what you stand for as a business? Yes, your latest newspaper ad was created quickly and delivered to the printer on time, but was it given the creative consideration it deserves? There is so much more to a brand than “getting a logo as cheap as possible” because there is so much more to your company than just the logo.
Here’s a cheeky metaphor to finish up with…any hunter who cares about the value of his sport and wants to hit his targets consistently and accurately knows that ditching the kit scope and investing in a high-quality, better-suited, more personalised scope is the way to go.
