Too many organizations still think of their brand as a nice to have portion of their marketing communications - their logo, their advertising, outgoing messaging, packaging.
All of those are part of brand, but it is so much more than that.
And so much more valuable.
A brand is the total experience a consumer or customer has with your company or products.
And a strong brand can help a company grow operating margins, overcome an aggressive competitor, and withstand the storm of recessions and various crises.
Brand is the whole enchilada in so many ways. It is your competitive advantage in today’s very human centered marketplace.
So, Brand Management needs to be intentionally elevated beyond the marketing department.
The whole organization should understand not only what the brand means but also how it impacts each employee’s role and how they can together improve customers’ interactions.
Companies that understand this win.