If there is one thing you want to get right, it’s this: You want to put your brand in a position to maximize its impact in the marketplace.
Makes sense, right?
Sure it does. But in our experience, there are a couple of things working against you. Fortunately, they have logical solutions which may simply be hidden from view.
When it comes to your brand, what you’re unable to see or perceive usually comes down to two things: a lack of training and a lack of objectivity. With precision and clarity, this powerful duo uncovers hidden brand traits and potential opportunities.
Let’s say you bought a supercar. They are sleek, handcrafted and extremely powerful, but if your expensive supercar doesn’t win races, you’re going to be disappointed. Sure, the car may get a lot of oohs and ahhs, but you want to win – that’s why you purchased the car!
In the same way, we want our brands to win. We want them to be the best they can be. Settling for lackluster results isn’t in our DNA, nor should it be.
Allow me to take this one step further: That hypothetical supercar you bought — if you’re not an experienced auto mechanic, it’s unlikely you’ll know that a different type of sparkplug might enhance your engine’s performance. You probably won’t realize that there’s a specific tire that could help your car go a little faster, or a special oil that decreases wear on engine parts so that you won’t incur costly repair bills.
Then you meet a professional race car driver who tells you that your favorite track isn’t a great place to race your type of car, and the lightbulb goes off. Now you know that it’s not just one thing impacting your ability to win races — it’s a bunch of different things, and each of them is contributing to you having to settle for second, third or fourth place.
To get the most out of your supercar, you have to set it up for a first-place finish. It's the same thing with a brand. It is difficult for owners and managers to see all the important improvements and subtle changes that need to be made in order to win. Some of it is connected to a lack of training or experience, and some of it is simply tied to a shortage of objectivity. All that to say, it’s never one thing — it’s often multiple little things.
Over the years we’ve learned that in order to outpace your competition and leverage your brand’s strengths you have to empower an expert team. To get to the finish line first, it’s not enough to own a great brand, you have to nurture and fine-tune it. And these enhancements can’t be done alone.
Like a supercar that is equipped with the right parts and racing on the right track, effective brand positioning makes all the difference in the world. At Bark, we have a highly specialized team who seamlessly joins your existing team to help you see unique opportunities and take advantage of them. If we can help you win, let us know.
