There is an old adage by carpenters that you should always “measure twice, cut once”.  Quite simply if you do your research and plan properly then when you pull the trigger it will be right.

This philosophy is applicable to branding as well.

All too often, companies want to “just run the ads right now” to get an immediate sales impact.

Following the “measure twice” philosophy is all about creating a brand plan.  Taking the time and investing the resources into targeting the consumers that will be the most interested and digging deep to identify the messages that will have the strongest emotional connection is worth the investment.

In the end, if you don’t measure twice, you end up having to recut.

If you don’t create a brand plan, use consumer insights, and develop an emotional connection, you end up having to spend a lot more time and money to sell your widgets.

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