Brand Management Part II

Branding Impacts Future Growth

Notice that I’m now using the word branding which is the integration of your brand promise into every aspect of your organization. A solid, consistent branding program effectively communicates your company’s brand promise. This can grow the size of all of your audiences; help you make marketing decisions; and shorten response time to your marketing messages.

Your brand is reflected in everything from the quality of your products and services, to your marketing strategies, to your choice of communication media, to your working environment and organizational culture.

Your brand enables you to build recognition and loyalty among your audiences in a memorable way and give staff a sense of belonging to a team.

Brand loyalty – one of the keys to an organization’s sustainability – is earned by the consistent presentation of your brand and everything that your brand implies.

The benefits of an effective brand strategy, though not always immediately apparent, are substantial and, in the final analysis, worth the time and resources required to implement.


Brand Management – It’s every day and it’s proactive.

Your brand is an asset, manage it as you would any other on your balance sheet. You already evaluate your company annually – determining the best way to effectively deliver products and services and maximize your resources. The same principle applies to your brand. Are you investing in your brand? Are those dollars being spent effectively?

Do you have a brand steward? This person is responsible for assuring your brand promise is true, consistently communicated and understood by all audiences. Everything that comes out of your organization is examined to see if it meets the test of brand effectiveness. Everything.
Printed materials, your website, your office furniture, how staff responds to clients – everything is a reflection of your organization’s brand.

Do you have a Director of First Impressions? Yes you do. It’s the person who answers the phone or responds to an email. It is one of the first experiences someone may have with your brand and is critical – don’t overlook it.

Brand Myths and Pitfalls

Myths:
Branding and marketing are one and the same.
Marketing and advertising sell products and services
A brand is a reflection of everything associated with the organization including the quality of the organization’s work, as well as it’s reputation, staff, leadership, culture, core values, and programs.
A brand is an organization’s DNA.

Once you have a logo and a tagline you have your brand.
Nope, they are just part of the brand integration.


Branding is the responsibility of the marketing staff.
Nope, it is the responsibility of everyone in the organization.
From board members to support staff.

There isn’t enough budget for branding.
Branding creates affinity for your organization, ensures loyalty, minimizes competition, creates confidence, “sells” the public on your company.
Strong branding creates returns and is worth every penny spent.

Pitfalls:
Stagnation.
“We’ve been around 30 years, everyone knows who we are!”
Ask around, you might be surprised.

Misalignment.
Not delivering on your promise. It only takes one misstep to destroy a relationship.

Not asking for help.
Is this your area of expertise? Probably not. So call in the experts.

Never evolving.
For example, have you embraced technology – how does it fit into your brand?

Dismissing branding.
“It doesn’t matter if the logo is green – it looks better that way.”
“We’ve got a logo and a tagline – what more do we need? “


What is your brand promise?
Ask Yourself (Better Yet Ask Someone Else)

1. What is your brand promise?

2. How is your brand perceived by your audiences?
Reputation – how well is your brand known
Values – how highly does your audience rate your values
Emotional Connections – does your audience care about your brand
Differentiation – how is your brand different from others

3. How is your brand experienced?
Internally – employees and staff, your family and friends
Interested Parties – board, investors, vendors and suppliers
Externally – customers and community
Media – traditional, internet, bloggers

4. How do you communicate your brand?
Marketing and advertising
Public relations
Internet marketing/website presence
Board orientation
Employee manuals
Vendor relations

This is a basic brand audit and it will provide invaluable information and, likely, some surprises. We live our brands every day and our perception may not be the same as the marketplace. If you are surprised by what you hear, you have work to do.