Question

Topic: Branding

Strengthening An Existing Brand And Positions That Do So?

Posted by Anonymous on 2/5/2004 at 9:29 AM ET 250 Points
I work in the Communications department of a 40-year old midsize manufacturing company. We do have a good repore in our industry, but we have changed our logo numerous times over the years. A few years ago I discovered the integrity of our logo was being misused (mostly internally by our people) and misunderstood, so I started to investigate this further. I have an education in Graphic Design, so I was not sure where to head first and this is still something I am struggling with. After talking with my manager we decided it would be a good idea to have someone oversee the brand/identity. Well, to say the least, I still don't know where to start or what my title/position would be. So I guess I have two questions. 1. Can you offer any suggestions on how to strengthen an already exsistent brand? 2. What types of titles/positions implement such a task?

Thanks for your help,
C
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RESPONSES

  • Posted by ReadCopy on 2/5/2004 at 9:38 AM Member
    Absolutely spot on, you need a Brand Manager, who controls all marcoms activity so you can ensure integrity and consistancy of brand and image.

    There is some branding information here:
    https://straightforward-marketing.p5.org.uk

    and here:
    https://www.marketingprofs.com/arch/allarticles.asp?w=1

    Good Luck, if you need anymore help on branding, just drop me a line via email :-)
  • Posted on 2/5/2004 at 9:48 AM Author
    Thanks for the sites. I will check them out. I have utilized many of the MarketingProf.com articles and find them to be very helpful.
  • Posted by williamarruda on 2/5/2004 at 10:03 AM Member
    In companies I have worked with, the titles of Brand Manager, Corporate Brand Manager, Brand Champion, Brand Steward, Brand Identity Manager have all been used to describe the 'keeper of the brand identity.'

    Ensuring consistent use of your logo and all identity elements (fonts, colors, images, etc.) is critical to building a strong brand. But I believe it is not about policing the brand. You can get people to really embrace the brand by including them, educating them (giving them the guidelines and tools) and re-inforcing on-brand behavior.

    Congratulations on this new role!

    Best.
    William
    www.reachcc.com
  • Posted by ReadCopy on 2/5/2004 at 10:06 AM Member
    I also had a dig around for a good job description for you, and the best I found was this:

    1. development of a brand portfolio vision and strategy
    2. brand positioning within the portfolio
    3. training, developing and motivating the team
    4. ensuring consistency of brand equity values across all elements of the marketing mix

    Which I think sums up the role nicely
  • Posted by ReadCopy on 2/5/2004 at 12:14 PM Member
    Thats a big problem with marketing more than any other business function is that you can't reliably go on the job title to discover what the person does.

    I'm just a "Marketing Manager", but my role is more like a Sales and Marketing Director (VP Sales and Marketing for my US friends).

    Certainly in the 80's a Brand Manager was a Product Manager (in the UK anyway!), but with the huge focus now on Branding, the Brand Manager title, should purely mean manager of the brand now!
  • Posted on 2/5/2004 at 12:58 PM Accepted
    Christina:

    In my last marcom position, we had the same problem. Our regional business units and sales people all wanted to put on their 'design' hats when putting together white papers, promotions, and so on.

    Here's what we did to address the problem:

    1. We made standardized templates readily available in print and electronic form. We also made it easy for people to access these materials through our intranet and support centers.

    2. We developed a detailed yet understandable identity guide, explaining the use of the logo across business units and communication mediums, then distributed it to partners and regional MARCOM departments. We also incorporated elements of this guide within a sales manual. Remember that most sales people don't care about typefaces and proper logo treatment. They certainly don't want to learn about it. So we focused on making the right forms and documents (with the right controls) readily available.

    3. We centralized Corporate Identity duties under a Brand Manager, who was responsible for reviewing all corporate communications, distributing updated guidelines to printers and other vendors, and training and interfacing with regional MARCOM people.

    Hope some of this helps...
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