The brand story behind Hall and Hull; a marketing insider’s view of how to help people understand what your business stands for

Trying to help people (and the World for that matter) truly understand what your brand is all about is one of the hardest mountains to climb for a company, especially ones that do not count themselves in the top echelons of the business and consumer worlds.

I was once taught this many years ago; no matter how much you individually know or love about the brand you are a part of or built, no-one else really cares as much as you – so don’t expect them too.

It’s a stark truth that all businesses should remember.

This sentiment should really act as a reality check for many people working in sales or marketing, because a lot of it doesn’t matter to the masses.

What tends to matter is ‘purpose’ and what matters more, is how people can see the brand and its values come to life in understandable examples or experiences.

You may have noticed that the Ricoh tagline is ‘Imagine.Change.’

Well, these two words support the wider belief the company has about taking businesses and their people through a transition that gives them better practices, modern technologies, more efficiency and sustainable earnings. We believe there is always a better way.

To activate this is a tricky task. How do you help the world understand what ‘Imagine. Change.’ is about?

This weekend (August 6, 2017) we saw Imagine. Change come to life through two shining British golfing talents at the Women’s British Open in Scotland.

Ricoh has supported both Georgia Hall and Charlie Hull’s raise to fame as they set high targets to become sporting greats.

Northamptonshire’s’ Charley Hull’s story has been well documented, but Hall has been a silent achiever, for most.

In a nutshell, Georgia’s talents have been recorded for a number of years (just search on the BBC Sport website and you’ll find some nice articles) but until very recently, she hasn’t been noted widely for her development.

Ricoh has supported Georgia’s rise to the much converted Solheim Cup 2017 team and top 3 finish at the Womens’ British Open, because she optimises Image. Change. She set aspirational targets, focused on her core talents, made brave changes and executed at the highest level; to get the outcome she most wants. Victories.

Both Hull and Hall are perfect examples of how a brand can legitimately support sport, link in its values and help the wider public realise why there is a company name on the arm or hat of the personality.

It was just the same when Ricoh supported Britain’s number one tennis ace, Johanna Konta’s rise from outside the top 500 to inside the world to the Top 10!

Branding is not about posters, brochures, adverts and trade shows. Branding is a lever to help the World understand what you are about and crucially, what you can help people achieve if you work with them.

Activating your brand is critical if you want people to recognise what you can deliver. It takes thought, a deep knowledge of your brand ethos and an eye for an opportunity.

Charley and Georgia are great ambassadors, because they epitomise what Ricoh customers can expect to get when they set high targets and adopt new ways to get there.

They bring the brand to life, which people understand.

To read more about Ricoh's sponsorship strategy to engage and educate its target audience, visit the website here.

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