Why Brand Management is everyone’s business

I once delivered a seminar on branding during which I asked the question – “What does your company brand stand for” – and the one answer that stood out for me, “Oh, I know this, really I do. We’ve recently had a re-brand and we were all told what the brand represented.”

Oh how I winced.

Like PR, brand management is the responsibility of everyone involved in and with a company. That means all staff, management, suppliers and I’d even go as far as to include customers. But to act responsibly, each individual must first fully understand what the brand represents and how their actions, both good and bad, can influence a brand. It is not enough to ‘tell’ people what a brand represents. Telling does not engender any feeling of ownership, involvement, let alone responsibility for.

So how does one do that? By involving all interested parties in brand development and management. Sounds simple, and yet so many companies get it wrong.

Be honest now, how well do you manage your brand?

Tracey Jefferies
Partner, Adapt Communications