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Branding the Branders: How losing can be a catalyst

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Losing a project with a long term client was great...

Losing maybe overstating it somewhat - we were never really in the race.
We weren't approached for a proposal and they went with a company recommended to them 'known for being specialists in the field'. 

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Missing out on a project shouldn't register, but this felt different. Digging deeper, I tried to find the answers and understand what was really happened. I realised it was about trust. 

We hadn’t done a good enough job of promoting our unique approach and embedding our brand as trustworthy in peoples' minds. Clients also didn’t realise the range or depth of our work either.

We started by looking at fixing the obvious issues - an outdated strategy, a tired brand identity and touchpoints desperately in need of a revamp. 

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There’s something about failure that focuses the mind - it’s an opportunity for reflection and improvement. 

Proposal documents were immediately overhauled, even though in this case we hadn't even got to proposal stage. 

Despite it not even being realised yet, developing the brand strategy boosted our confidence because the brand became more defined in our minds, and so easier to explain.

Before we had a chance to implement much, an exciting new contract was won. I felt vindicated, like something positive had come out of something negative. The soul searching had improved our brand.

Who brands the branders? It's is what we do, but doing it for yourself is far more tricky. It can be a difficult process but this was a nice reminder of the immediate results it can bring. We’re still working through how everything will be rolled out, but I’m really excited about seeing it all realised.

Losing was a catalyst for change - I can’t believe we didn’t do it sooner.

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