Brand Management
Everything is better with a strong brand.
Brand remains an essential aspect of C2B and also B2B businesses. However, it is still widely misunderstood, and companies fail to take advantage of the powerful forces that underlie a Strong Brand.
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Why Brands don’t gain traction.
Brand is misunderstood.
Most people associate Brand with aesthetics: logo, website, colors, packaging. or other superficial aspects. Brand is not those things, and that’s the misunderstanding.
Brand is about establishing personal connections with your customers. And those connections are based on the core character of your Company, not the Logo. This is why we call Branding inside-out.
Branding is inside-out.
Brand starts at the core of your company, disperses throughout your organization, and finally exudes company culture and character to the market. These establish strong connections with your customers.
Brand Alignment (core) – Mission Statement
Brand begins with the company mission statement, the North Star for your entire company. It is the reason your company exists. It helps your entire organization to align and move as one..
Brand Culture (inside) – Management System
You should have a solid management system in place as a structure for establishing Brand culture across the entire organization.
We recommend OKR (Objectives and Key Results), which aligns projects, managers, and every staff member to company mission, vision and strategies.
Brand Marketing (outside) – Brand Story
A Brand must be disseminated to the market, but must be done thoughtfully using Brand Story to connect with customers emotionally and encourage them to become loyal patrons of your business.
The Advantages of a Strong Brand
When you have established a Strong Brand, you will have a powerful advantage in your industry, economically, competitively, and long-lasting. It gives your company, employees, the confidence and inspiration to survive and thrive through the dynamic nature of business.
A Strong Brand ensures long-term viability
Coca-Cola, Starbucks, and McDonalds are companies that have established and maintained a strong Brands. Although competition has flooded their markets, these brands have remained at the top of their industries for decades.
A Brand keeps your products relevant in a sea of competition.
Almost all products become commodities over time. When your product specs cannot be differentiated from your competitor’s, your Brand will still set you apart.
A Strong Brand makes you visible in a crowded market and allows you to compete at an advantage.
Brand is your advantage during downturns
Strong Brands fair noticeably better than others during economic downturns. This has been studied and reported many times over.
Brand allows you to control your price, avoid price wars
Think about Starbucks. Their prices are noticeably higher than other coffee outlets, and yet, year after year, they retain a significant portion of the market. Their Brand allows them the luxury of this.
Brand has new product advantages
A brand carries over to your new products, which piggyback on the strength of an enduring brand. Think about Apple’s new product launches and the lines that form at a product release.
Everything is better with a Strong Brand
There are a lot of misunderstandings about Brand, mostly because it concerns company culture, and human behavior. But once you can establish your brand culture, you can leverage a powerful advantage available to you.
When you have a Strong Brand, your company is more visible in the market. You can compete better, market shares increase, and you can attain and keep loyal customers. Additionally, your employees are engaged, and your entire company moves as one.
Brand culture is pervasive spirit that touches every aspect of your business, and conveys purpose, direction and inspiration to customers, suppliers, investors and employees.
