Helping good people build great brands.
Within your company, who really builds the brand? Which department is responsible for brand-building?
Trick question! The answer is “All of them.” Everyone plays a part in delivering on the brand positioning and bringing the brand to life.
Let’s use a hypothetical consumer packaged goods company as an example of “who does what” (the parallels to your own company should be easy to see):
“I want to build my brand!” declares Tom confidently.
I ask Tom what he means, exactly. I’m pretty sure I know what to expect, and he doesn’t disappoint.
“I want my company to be the one everybody knows – the one that leaps to mind when they need products like ours!”
Sally’s goal is to turn her product into a brand. For her, branding is all about sales: “The stronger my brand, the more I sell,” she explains. Continue reading “So You Want to Build Your Brand?”