When your business identity being used by others, for their benefit,
it might be good for you....But usually, it's not.
Brand defense can span from ensuring that
your intellectual property is not being mis-used by others,
to determing and countering assault on your business integrity.
In the emerging local and world culture in which the internet search and the I-Phone are central to your customers' approach to purchase, any brand needs to be
thoroughly, wall-to-wall, aggressively represented on the internet.
Search engine optimization can take many forms,
and is, in reality, its own art:
a sometimes dark and mysterious assortment of
techniques and concepts and applications.
And i am very sure your present "agency" is:
a. not doing it with any depth;
b. charging you amazingly high prices for what you get;
c. not properly able to explain it.
That might be the hardest of all
brand concepts to explain, develop, and maintain.
Any brand exists as a unified whole. You as the enterprise owner
are required to keep all of the parts of the business fitting together.
Focus is the task of making sure your brand retains its "shape",
integrity and vision while you do that.
That may range from an analysis of the business climate,
product identification, demographic environment, the setting up
of the structures of angel funding, pre-preparation of
documents for "lawyer approval": the beginning of the long road
to a viable brand converting to wealth for the creative team, and
viable futures for those who do the work. This pre-planning and
consultation is the next step after the "big idea".
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