How CEOs Should Look At Branding
At first, a lot of our clients are confused with the idea of brand first, which is odd because they always want what Nike, Apple, and Google have, brand recognition. They associate brand recognition with good marketing, where we at Renga, see marketing as the vehicle for good branding. There's no doubt that great marketing can help any business, but a business that does not have a strong brand identity, will fail sooner or later no matter how good the marketing is.
The way a company functions has to do with the CEO. They are in charge of overseeing so many different facets of the business, one of the most important being the employees. Not necessarily as a direct manager, but the attitude and perception they carry transcends over the staff. Similarly to a coach, if they have a winning attitude, the team will reciprocate that. If the coach thinks they're going to lose, the team's mood will change and they will be defeated even before the game starts. When a CEO knows that brand comes first, the staff will start to think that. When the staff start believing it, then all business decisions will start with brand first.
Time and time again we see in the news how a company's culture changes because of new leadership. Or, someone will act in a way that isn't reflected in the company's best interest and will be let go. The reason this keeps on happening is because of a fractured brand identity. No one has a clear picture of what the brand is, what it cares about, or what it stands for. As a leader of a company, it is important to establish a strong brand identity, which is not only understood by your customers, but your employees as well. Being brand first causes all decision making to be black and white. Constantly asking yourself "What Would My Brand Do" versus what would I do, allows you to separate yourself from the business. The reason we see companies like Nike, Apple, and Google, continue to win is because they understand who they are, and how to make decisions based on "What Would Nike Do," not what would John Smith in the marketing department do.
So, how do I know if I have a strong brand identity? If you look at all your potential touchpoints an employee or customer has with your brand, if they all feel the same then you have a strong brand identity. Your website, office space, email newsletters, commercials, packaging, and instagram should all feel the same. This doesn't mean just visually, your brand needs to evoke the same emotion in everything it does. When you see a Nike commercial, or an Apple commercial, you know right away what it is even if their logo wasn't plastered all over the ad. This is not because of good marketing, this is because they have invested time and money into developing a strong brand identity that can be recognized based on feeling and understanding.
If you're a CEO, it is imperative that you implement the idea of brand first into your organization, your people will follow what you do. If executed properly, this will allow you to create longevity in your business, something that is becoming more and more rare.
As a boutique agency, we help companies daily with their brand identity. If you want any help, or even a refresher on your brand, please don't hesitate to reach out. We also have a couple spots for a free workshop if you're interested in us coming to your office. If you're a bit shy, feel free to read a blog I wrote on building a brand identity.
Matt
matt@renga.co