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| Brand Strategy: Disciplined Process or PR Makeover?
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By: Bill Nissim, 2005 ©
What constitutes a brand strategy? I’ve often seen organizations undertake a
“branding” process yet the net outcome closely resembles a public relations face-lift.
Why does this occur? One possibility might be the framework that guides your
process. Another may simply be the viewpoint of the agency or consultant you
employ. In any case, valuable dollars are spent each year on brand strategy endeavors
and frequently the outcome does not yield the tangible results organizations are
seeking.
What is a Brand Strategy?
Let’s begin our discovery process by seeking an understanding and interpretation
from experts in the field of branding. David Aaker implies the “objective of a brand
strategy …is to create a business that resonates with customers…” Aaker also
suggests this process must involve an analysis from three perspectives: customer,
competitor, and self analysis (Building Strong Brands, Aaker). Another expert
suggests a “Brand strategy is the process whereby the offer is positioned in the
customer’s mind to produce a perception of advantage (David Arnold, 1992).”
By its very essence, a strategy implies the execution of the organization’s vision,
mission, and overarching objectives. The same should hold true for a brand strategy: a
series of steps or methodologies, which explains the brand development and
execution. In my experience, some organizations bypass this critical juncture
intentionally or unknowingly.
Now that we have defined what constitutes a brand strategy, let’s understand how
your organization develops a strategy. Does it follow a methodology that demands
self-reflection of your process or an artistic rendition that capitalizes on imagery
verses business acumen? If the latter sentence strikes a cord with you, whether
positively or otherwise, then the following information just may inspire you to delve
deeper into your brand strategy.
Evaluation:
When an organization seeks guidance from a “branding” firm, the strategic intent
may be well defined. Usually a consulting firm absorbs all facets of the marketing
problem and later returns with a plan to solve a particular situation. The question
remains – what process did the consultant utilize to derive their proposed solution?
Since we have a natural tendency to rely on the expertise of industry leaders, we tend
to forgo the analysis and process that supports the underpinning logic. How many
times have we visited the family physician and taken their recommendations with
absolute trust? In the same manner, our faith in marketing consultants has risen to
new heights. Although the advice we have received may indeed be sound, the
application of a method to test this process would be a worthy investment.
Methodology:
For over fifteen years, I’ve invested in books and business trade journals that were
authored by both academia and industry leaders in an effort to stay current on the
topic of branding. The litmus test to the many theories I’ve read about resides in how
applicable and relevant they are to real world situations. In some cases, these
concepts reinforced the fundamentals that were simply forgotten along the way. Still
others explore new dimensions that are groundbreaking and worthy of debate. The
challenge remains for your organization – should you invest in your own
understanding to better manage the results of a quality brand strategy?
Reference Materials:
If you are a “new-comer” to branding or simply need to brush-up on the topic,
understanding the basics will enhance your interaction with the marketing consultant.
I would recommend a book by Scott Bedbury called “A New Brand World.” Bedbury
talks about branding fundamentals and applies his branding experience at Starbucks
and Nike to demonstrate salience in real world applications. Once the basics are
covered, you’ll need a method by which to manage and control the process. The
temptation to relinquish control of your brand might evolve as your relationship with
your consultant deepens.
The application of a branding process provides a check list for developing and
sustaining your brand. Another excellent reference for your professional library
should include “The Brand Mindset” by Duane Knapp. Knapp instills a methodology
that is both intelligent in design and practical in implementation. This circular process
demands the active reflection and nurturing your brand. This template can be applied
whether you are employing the services of a branding firm or simply undertaking this
effort on your own. Either way, it’s a fine roadmap!
If you are a brand aficionado, you may desire to sharpen your skills by reading
“Brand Asset Management” by Scott Davis. Davis presents branding as a valuable
asset that can be managed through a disciplined process. His approach begins with a
brand vision, constructs a strategy, and concludes by measuring the return on brand
investment (ROBI). If every facet of your organization applies metrics to evaluate
performance, why not apply the same process to a method that governs your most
valuable asset?
Analysis:
We would all agree the business world moves at breakneck speeds and our ability to
harness tools to make successful decisions are scarce. Unless we continually invest in
our professional marketing discipline, the ability to discern what process we should
follow and expected ROI will flounder.
Conclusion:
In his recent book “Seeing What’s Next” Dr. Christensen noted that companies are
valued by three rigors: Resources, Process, and Values. Since most organizations can
acquire resources, it’s the application of your process (how you solve problems) and
values (past investments) that determine success. If this concept rings true to you,
then the methodology you employ in branding (process) and your values (personal
investment) will ultimately determine your future success!
Bill Nissim consults with organizations on strategic branding
imperatives. His website www.ibranz.com contains reference materials, links, and helpful
articles on the many facets of branding. In addition, Nissim released his first book
“The Brand Advocate” to provide a tool-kit for the marketing practitioner.
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