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Brand Vitalization – a property developer client [video]

Branding myth

BRANDING IS OFTEN mistakenly regarded as just another word for marketing or advertising… (but) in fact, the brand should be first and foremost a strategic discipline and be the central organizing and decision-making principle.

– Bill Baker

WHAT IS A BRAND TO YOU?

Branding is not just about the logo, neither is it just about communication, or ‘advertising and promotions’.  And no, the brand is not just about that media campaign or a catchy motto.

Least of all, it is not an afterthought when things don’t sell well.

Now don’t get me wrong — they’re all important. But we’d be making a costly strategic mistake if we approach all of these in a piecemeal fashion.

The brand is your business’ reason of being. What gives it purpose? To be profitable is a given (otherwise it is not a business), but in what unique ways does it make a difference in the lives of its stakeholders? (and I said stakeholders, not merely shareholders).

So this is something that is not department-specific but cuts across all parts of the company. Branding, then, is something that permeates to all aspects of experience related to this business – from hiring and company culture to work process, office environment, product development, store experience and more.

And that’s only the tip of the iceberg.

Is it about the customers, or your ego?

Seen on fastcompany.com — an interesting point about the profession of Marketing, but I suppose it applies to any profession today.

Good quote on branding

“Branding is often mistakenly regarded as just another word for marketing or advertising… (but) in fact, the BRAND should be first and foremost a strategic discipline …the central organizing & decision-making principle.” – Bill Baker