In my post Need rebranding? Don't just change your logo, think brand strategy, I gave a definition of brand strategy. And indeed, what's important about branding is exactly the word "strategy". Today, I want to share with you an article published by B2CMarketingInsider: Branding, It's a Company Wide effort. I completely agree with the author that "Branding is the overall experience from top to bottom within a company". This is contrary to a seemingly widely accepted opinion that brand strategy should lie within the scope of marketing departments.
It is partially true, especially when it comes to communicating the external image of your company, and knowing your consumers, at which many marketing departments excel.
However, branding goes much deeper than that and affects all company functions. Paraphrasing the article, branding is all about:
- how your clients or prospects are treated
- how problems are solved, and whether the internal company culture facilitates problem solving or not
- how your product or service quality correspond to your company's promises.
This is why wherever possible I like to make contact early on in any project with a company's founder, CEO or Managing Director — the person who has an overall view at all company’s functions. Or the strategic brand manager for the product in question.