Branding Big Companies For The First Time
I have worked with smaller growing companies in the past. Their structure is flexible, their identity isn’t as established. It is in a way creatively limitless to the inexperienced. There are some cons with the little guys. You may have a grandiose idea that would do amazing things for them. After creating the story board, faux prints, data, a clean spreadsheet and a nice presentation – it is out of the budget, they have limited knowledge of business terms, or advanced techniques for brand awareness. Simply, they aren’t apart of that market which has a want, or need for that level of services. Then one day you get a chance to use those ideas in your head. Those notebooks can get used for the right company. The right brand. The right target audience. One of the big guys likes your style and wants to use your mind to help his company do better.
I am lucky enough to have a good rolodex of contacts in various industries and this one in particular (entertainment, professional sports and national NPOs) worked completely in my favor. I learned the ins-and-outs of how to take this campaign from a proposal – to presentation – to reality. It takes time to build report with any industry professional especially when there are other brands involved. Finding how one company’s artist works with a franchise’s image. What are the long term benefits from the partnership? Where will the income increase by implementing this strategy?
Creating everything from guerrilla video tactics, timed-PR releases, authentic presence on social media by find a campaign where users generate their own content – so much of it was excitingly overwhelming. It was all the things I had been working towards independently when I was sub-contracting. So much of it was trying to mimic tactics used by larger companies in an effort to replicate those kinds of results for start-ups and small to midsize companies I worked with. It was like there were no rules as long as the rules made you win. All the resources available to you.
I worked with a small team and together with our combined expertise we pull off something amazing. It was gratifying in a way I can’t fully describe when I was able to see the work myself and my colleagues did appear and be appreciated. I learned something. I was so used to working solo on helping companies make themselves better – I was able to be better because of a team that was just as motivated as me. With our range of experience of expertise, skills and contacts we did something none of us would’ve been able to do on our own. That is something I wish to do again.