Comments on: Put Your Wrench On The Branding Team

By: poems

poems — Mon, 14 Jul 2008 09:22:29 +0000

Thanks, you gave me much space for pondering over this issue

By: Ed Roach

Ed Roach — Wed, 02 Jul 2008 01:00:49 +0000

Without all stakeholder’s input, how does the solution truly reflect the brand? Thank you Wendy.

By: Wendy

Wendy — Tue, 01 Jul 2008 15:32:56 +0000

Well said, Ed!

I have worked with a number of companies on branding exercises and the ones that truly work in the end are the ones that engage the employees as soon as possible. Too many companies have the marketing team and senior executives building the brand visuals and messages and then wonder why the customer isn’t getting it. Without the employees full participation in what your brand represents, the customer isn’t getting the benefit of a consistent message.

By: Ed Roach

Ed Roach — Fri, 27 Jun 2008 11:22:27 +0000

I believe that before your brand story even reaches the customers, it has to be believed internally. If your wrenches aren’t part of the solution, it’s just harder to get buy in. Since you need members from each of the stakeholder groups on the branding team, it benefits the team to include these people. I reduces a future barrier. Remember this is essentially for the internal component of strengthening your corporate brand.

Also the problem I’m suggesting is not at the ideas stage but AFTER all the hard work is done, and management wants the staff to embrace the initiative – without the wrenches on-board, it might be an uphill battle. Including them in the solution changes the tone completely.

I know when we’ve done this, management is a little apprehensive at first, but as soon as one of their (the wrenches’) suggestions is accepted among the audience in the room, you can see their (the wrenches) attitude changing. Also think about the effect it has on developing a genuine brand experience, if “everyone” is included in the process, not just the easy picks.

Thank you for your opinion, BPG.

By: Business plan guy

Business plan guy — Fri, 27 Jun 2008 09:12:58 +0000

I agree you need supporters internally to drive any branding initiatives forward but I’m not sure I would involve them all upfront. Certainly to see if the branding is way off or doesn’t fit with what customers are thinking because as you say, a lot of people could put a negative spin on things – especially at the “ideas” stage.