Tag Archives: strategic brand development

Corporate Branding is not a middle-management activity

Branding the Corporation needs top management involvement big time!

Corporate brand is executive responsibility
Corporate brand is executive responsibility

When it comes to branding the company, direct access to the CEO and other senior staff members is essential. After all, they are the folks who set the direction, determine the values, vision and mission for the company, and reflect the corporate personality and culture.

So if the corporate brand – aka corporate identity – is to be true to corporate conduct and goals, top management must set the tone and approve both the process and the outcome.

Should outside consultants be brought on board? What kind of structure within the company will be in place to develop and monitor brand activities? How will the brand “age” when future planning is considered? How will new products be branded under the corporate brand? All these issues and more need to be considered by senior staff.

Unless top management is involved and passionate about branding and positioning, there will probably be a fragmented branding effort. You may find the need to modify or even attempt to acquire a new brand identity in a very short time without management involvement in the initial branding process.

Brand Management – where should it reside?

Brand management is usually a marketing function in traditional organizations.

Strategic Brand Management session

Well, it had to start somewhere. The idea of branding products in a multi-product business led to brand managers responsible for advertising, merchandising, supply chain relations, and most importantly, profitability.

Thus, brand management became linked to short-term goals, measured by the fiscal quarter. This has led to many a brand being presented in one way one year and then presented a different way the next – unless the current tactics were working. Ad agencies were (are) being hired and fired based upon this premise.

Branding: strategy or tactic?

I believe in today’s environment that branding should be a strategic process. For either a product or a company, the idea of branding for the short term means tactics that do not usually serve the brand well. Looked at from a strategic point of view, the brand itself should not be “tinkered with” once the strategy is approved at the top levels of the business.

The strategies I’m referring to have to do with the things inherent in the product or company that differentiate it from competition, that provide unique benefits to customers, and that reflect the corporate commitments to stakeholders. It includes developing and sticking with a brand’s personality, story and tone over the years. Commercials and promotions may change over time, but they need to emphasize these brand attributes, not attempt to change them in mid-stream.

Who”s Responsible for Brand Management?

So, who should be responsible for developing those strategies? I submit the product development team at the very inception of the new product idea – with guidance from a strategic branding unit, either residing within the organization and reporting to the CEO, or an impartial outside branding consultant with direct access to the CEO.

In this way, corporate values, mission and vision are served. Trends are recognized and factored into the planning. Competition is evaluated with more impartiality. Risk is spread and individual careers are not measured by immediate profits.

Thus, the brand can mature and develop relationships based upon a consistent brand promise.

Addressing Additional Brand Management Issues

In my next blog I’ll speak to managing the corporate brand, and then do a post concerning brand management in sells-driven companies.