Scott Saunders | 
When a proper branding and marketing strategy is developed, terms like “last-minute”, “quick turnaround” and “due tomorrow” don’t really exist.
As a business, if you are spending valuable time putting out “fires” and doing everything last-minute, then that is time taken away from being able to focus on growing and advancing your business – and your brand.
Clients that always seem to be waiting until the last minute to act or to respond to opportunities find that they are not gaining traction on advancing their brand – they are propelled by not losing ground with their brand.
For instance, if you are simply needing a last-minute full-page ad created because a publication approached you with an ad placement price that is hard to refuse, you are not being driven by strategy, but by impulsiveness. Rather than ask “WHY” (are you doing it), you are asking the question of “WHEN” (how quickly can it be done) by your brand agency, designer, or vendor.
Brand strategists are not in the fire-fighting business. They are in the business of fire-proofing. There is greater strength in effectiveness than in efficiency. Make sure that what you do for your brand is effective and successful, then how much volume can be created for your brand in the quickest amount of time.
Effectively managing your brand so that everything you do – across all touchpoints – is strengthening your brand. With proper strategy, you eliminate any need for fast turn-around times, avoiding the fires, and help ensure forward growth of your brand’s equity and value.
