Where the BRAND Begins

Where the brand begins

In a recent coaching session, we were discussing the client’s brand. He’s the CEO of a company with more than 25 years of success. The conversation was focused on his marketing department and its activity. “Our marketing department has done most of the work building our brand,” he said, “but I’m not sure our executive team really understands what our brand is.”

How refreshing.

It’s refreshing because this guy has the guts to admit it. Too often businesses fade away and die-and CEO’s get fired-because they are too prideful to admit what they don’t know. Good leaders address the hard questions straight up, and this man is a good leader.

How involved should the company’s leadership be in building and defining the brand-or should that be the job of marketing? The answer: both.

It’s critical that leadership at every level be included and involved in building the company brand. Formulating and identifying brand attributes, creating a brand promise, building a value proposition, and creating a brand culture are all critical elements for company leadership to develop. The inclusion of the executive team, usually made of senior leaders and department heads within the company, is an absolute necessity.

Too often, business leaders are just river pilots- they navigate the company in its existing state through predictable turns, bends, and depths, but they don’t engage in changing or building the company’s future. The problem is that very little is predictable anymore. Today’s business leaders are as much explorers as they are navigators. Through my Marketing Coach Program, I help business leaders discover, develop, and employ their marketing skills to grow their companies through challenge and change.

So, where did your company’s brand come from? Can you define it? Do you know how to build it? In just 90 days, you could have the strongest grasp on your marketing that you’ve ever had by employing the Marketing Coach Program.

Lead your company. Explore what’s ahead, and profit from it.

One Comment on ““Where the BRAND Begins”

  1. gerri225

    David,

    This is so true! I had occasion to visit an All Star service department and the quality of service was exceptional. The brand is so clear that talking to anyone in the dealership felt like you were talking directly to Matt McKay. Easy, honest, and caring with a true desire to help me select AND maintain a vehicle that suits, me, my lifestyle, and budget. Many Leaders are mistaken when they think a logo, uniform but creative printed materials, commercials, and quick bylines define the brand. That is only the door. It is what is inside the house that matters. Hopefully more leaders will get your point and exercise branding as a tool to manage, increase market share, and lead as they will understand that a “brand” is the personality of an institution, non-profit, or business. If the brand isn’t lived by all inside no amount of marketing and spin can make up for the duality.

    Thank you for sharing

    :g

    Gerri Hobdy

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