What makes branding really complex is that fact that you need a whole web of people and companies working together to make a brand really successful. Here are just a few:
- Executives Strategy
- Design Firms
- Advertising Agencies
- Research Companies
- PR Firms
- Industrial Designers
- Environmental Designers
There are three main models how to manage brand collaboration. One is outsourcing brand management to a one stop shop, which performs almost all tasks inside their shop. The other is outsourcing it to a brand agency, which picks the best providers for each category and manages the brand process. Using brand agencies might be the most common type of brand collaboration management.
The third model is stewarding the brand internally with an integrated marketing team. This model has been troublesome for many years because brand management tools have been rare and incomplete or too expensive.
However, this has changed today. With the Internet and the tools available from graphic design, social media, website design and even brand management apps, companies have all they need to implement any branding processes themselves.