Skip to main content

The Web of Brand Collaborators

Branding is a very complex task. In my opinion, this might be the most adequate statement about branding. This is not only because branding touches everything you do, say and ... not do, or because branding is a life-long task, or because branding is complex and requires to be insanely consistent.

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 
  • Consultants 
  • Design Firms 
  • Advertising Agencies 
  • Research Companies 
  • PR Firms 
  • Industrial Designers 
  • Environmental Designers 
  • Employees 
  • Suppliers 
  • Distributors 
  • Partners 
  • Stockholders 
  • Customer‘s 
Now, of course, many of the tasks can be done in-house with your own people. But the bigger a company gets and the more tasks are done in a more deeper fashion, the brand management team needs to think about managing brand collaboration.

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.  

Comments

Popular Posts

3 Steps to Re-Branding Your Company

Sometimes, you hear that a company announces that they are planning a rebranding initiative. You might wonder what exactly this means. Are they changing their logo, their brand colors or maybe even adding some additional brand touchpoints like signage or event banners to the brand?

What might often be overlooked is what a rebranding initiative really entails. Rebranding is the changing of a company's brand's identity. A company's Brand Identity includes everything from why the company is in business, how they operate and what they are offering. Rebranding a company can be compared to a person not only changing the person's cloth. It is more like a person decides to go to different restaurants, changing the job, getting new friends or even changing a partner. Here are the three basic steps to rebrand your company:
Research how people see your brand by looking at your Brand Image.Review and re-define your Brand Identity.Hire a graphic designer to create your Brand Persona…

Brand Image, Identity and Personality

Branding vs. Brand

It is important to make a distinction between the term Brand and Branding. If we use the analogy of an iceberg, things underneath the waterline are represented by the term Brand. They are not immediately seen by the audience, like employees, suppliers, and even the company's products or services, customers and other partners represent the brand.

In contrast, Branding is an activity that is visible and is considered the process of designing brand identity.  Items that are the result of branding include all identifying artifacts like the logo, icons, avatars, taglines and the company name. The output of branding activities consists also of a style guide, employee guidelines, the vision and mission statement and a list of company core values.

If we go one step further and create branded touchpoints like flyers, business cards, posters, etc., we consider this step Marketing. Marketing is illustrated as ships that come and go from the iceberg.
Brand Builder Box™ considers the entire p…