I write about the things that matter to me. All opinions are my own.

Search This Blog

Saturday, January 25, 2014

The Brand-Centric Business In 5 Steps



Many people make the mistake of thinking that branding is separate from business operations. 

Here is a new slide I put together (download at SlideShare) showing how branding is key to managing day-to-day operations, no matter what environment you find yourself in.

The reason branding is so important is that it guides all of your decisions in a very focused way. Your brand is a promise, and a very specific one. You only do things in a way that honors the brand.

Today on LinkedIn, brand expert Laura Ries expressed the sentiment this way:

I've been a brand consultant and I've worked for government agencies in a public affairs capacity as well as in management.

The reality is that if you do not have a very strong brand ethic to work against, disagreements and turf battles on the inside easily divert time and attention from the unifying focus that any organization must have: the customer.

What is your organization supposed to do? Just do it. That is your brand.

Anything else must be ruthlessly chopped away, no matter how painful that may be.

* All opinions my own.