Category Archives: Brand Managment

What’s the big idea?

The Big Idea is the core of the brandIf you’re building a brand, that’s the first question to ask. What is it that sets your business/product/service apart from your competitors?

If you can define a unique idea and you can build a viable business delivering on it, you won’t have any trouble branding it. The idea will be the brand.

That’s what sets Target apart from Kmart, Wal-Mart and all the other discounters in America. Target found an idea: good design. No one else was delivering it, much less claiming it. Today, good design is an attribute the American market is both aware of and appreciative of thanks to Target to a great extent. Continue reading What’s the big idea?

Incorporating stakeholders into your brand platform

Identify the many stakeholder groups that affect your company and its corporate brandA major aspect of a brand platform, the document that will guide the brand-building process, pays identifies those to be influenced by the brand.

So, you should enumerate and define the various stakeholders who are important to the success of the brand. Continue reading Incorporating stakeholders into your brand platform

Establish a branding organization with a manifesto.

There’s one more aspect of the corporate brand platform having to do with the company’s interior.

Another plank in the brandplatform - organizational commitmentI’ve covered the three statements – mission, vision and value, then discussed core values, corporate culture and corporate drivers in previous blogs.

The last corporate-derived element is a description of the branding organization. Continue reading Establish a branding organization with a manifesto.

What drives your business and your brand?

Who “wins” within your organization?That’s another one of those internal questions you company needs to get clarity about because it’s another plank in the brand platform.

I’ve blogged before about the brand platform. You can click on “Brand Platform” in the Categories section to the right to see this discussion grow throughout 2008.  Every company needs a brand platform before beginning the creation of a brand and the branding elements like names, logos and taglines.

So, what drives the business? This question can be considered as part of defining the corporate culture, but it is important enough to be explored separately. Continue reading What drives your business and your brand?

Employment branding: the HR department’s perspective on branding?

Include HR in brand-building processI wrote about employment branding last week.

I’ve since read a bit more about it and its goals. Employment branding is a product of HR professionals to a great extent, but the concept of branding to influence stakeholders (Employees are stakeholders, too.) is certainly valid.

But I still don’t see the need for a separate branding effort just for employees.

I do see the need to include HR people and the corporation’s employee retention and motivation goals in the building of the corporate brand. Also, to factor in the brand’s influence on recruiting can be significant. Continue reading Employment branding: the HR department’s perspective on branding?

Employee Branding – something new or just a new name?

1-1-08-four-arms-interlocked.jpgI’ve run across this term several times lately: Employee Branding.

It seems to emanate from company human relations departments, and it has to do with bonuses, perks and benefits. The concept and purpose are derived from employee retention programs. These programs and their tools are meant to engender employee loyalty and longevity.

I applaud these programs. But I wouldn’t call them “employee branding”. Continue reading Employee Branding – something new or just a new name?