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BRANDING? WHOSE JOB IS THAT?
21 July 2015

Studio Thoughts Own A Rainbow

BRANDING? WHOSE JOB IS THAT?

Somebody recently told me that in their job they shouldn’t be getting involved with the brand. That was something the Marketing department handled. 

It’s an old fashioned way of thinking about branding. The true definition of a brand has little to do with advertising taglines or logos. As an organisation you might define what your brand is, but really it’s how your customers (and non customers) feel about you.

Your brand manifests itself in four ways: in your products, in your environment, in your communications and in your behaviour. Each of these aspects affects how your customers feel about you, and how they will behave in relation to your offer. Wally Olins summed it up by saying “in everything the organization does, in everything it owns, and everything it produces, it should project a clear image of what it is and what its aims are.”

So your brand is not just Marketing’s responsibility- it’s everyone’s. It affects your hiring policy, your working environment, your approach to supply chain, and your customer experiences. Everything that is a direct or indirect touchpoint for your customers and employees. It’s owned by the company and directed by the CEO but in the end it’s the responsibility of everyone in the organisation. Not just Marketing.

 

Gary McCartney is the owner of McCartney Design and can be reached on newbusiness@mccartneydesign.com.au

 

Gary McCartney
21 July 2015
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