One of the hardest parts of being a brand strategist is getting clients to comply with the strategy. If it results in a new logo, no problem. Signage changes, though never quick, are done. Website home page, sure. Ad campaign, lock ‘em and load ‘em. But enacting the strategy throughout the daily course of business, that’s hard. Employees just like to do business as usual – thinking branding is for the marketers.
I define brand strategy as “an organizing principle for product, experience and messaging. When employees understand this principle – comprised of a value claim and three proof planks — they know how contribute. Sure they will still do their jobs, but they will understand the “why.”
Yet more often than not brand strategy is not shared with the rest of the company. And if it is, it’s not really enculturated. It’s more likely sent out in an email or Slim Jim brochure. It’s like generals leading from a bunker.
Before I begin working with new clients on master brand strategy I need to spend more time explaining the importance of sharing, understanding and compliance within the company. The entire company. And company partners. A friend of mine with a company named Kudzu Brands, is onto something.