Branding

There is a lot involved in branding and rebranding. Just read "Brand: It ain't the Logo" by Ted Matthews. What I liked about this book was the Brand Foundation methodology - every company should know their:

• core purpose - this is your reason for being


• vision - where you are going


• mission - what you do every day to move towards the vision


• values - what you really believe in (I'd add and how you support or commit to this - many companies say they value innovation but don't put the resources to it)


• Postion - in the marketplace - essentially your key differentiators from your competition


• Positioning statement - what you say about your key differentiators


• character - this is your tone of voice - essentially your attitude that you present to your clients and the world

I agree that consistency in implementing and representing the brand is mandatory.

However there are some things I don't agree with in this book.
I don't agree that Brand is synonomous with the culture of the organization. Cutlure tends to be organic and is influenced from top down. When two companies merge or there is an acquisition the culture can be varied and siloed. A good brand strategy is clear and formalized. THere should be top down committment but bottom up support. A good brand takes the best of the culture that is going to help achieve business goals and moves it forward. Culture can have some bad habits and attitude that you don't want reflected in your brand. Culture influences brand but is not brand.

Another thing I disagree with in the book is that you should only have one charity. I think that is misleading. I think you need a community relations strategy that reflects the brand and I do think that strategy needs to be focused and not a shot gun approach but you can committ to about three strategies that support the brand - especially if you have a broad reach. For a community relations strategy you need something local that employees can get behind and support. For a global thinking company you want to participate in something on a global scale. And you may want to support something that ties-in nicely with a product strategy and leverage that good will and publicity. All of these efforts should be in support of the company's values - and no company has just one value so why limit yourself to one charity?

The book has several case studies which is interesting but it doesn't correlate solutions for when mistakes were made. Essentially it just re-iterates consistency. But if a brand is weak to begin with, consistency doesn't really help. A good brand needs to be flexible enough to grow with the times and continue to be relevant. A good brand also needs a good visual identity, commitment, a strong communication and promotion strategy and good advertising support. A good brand is understood and supported by every employee - so it needs to be simple and clear; that is the only way it'll be consistent. And it needs to take into account all communication channels - I was at one organization where the branding team totally forgot about the online presence and the visual identity guidelines had to be changed after rollout.

Of course the most important thing about a brand is that it adequately represents the company that its products and/or services be good to begin with; otherwise a brand is just a logo and some hype with no substance.