brand strategy and storyline series 7 · october 14, 2022
We Are All Brand Managers
In a connected world we all impact the brand—3 tips to do it right.
“Today it’s important to be present, be relevant and add value.” –Nick Besbeas
A brand manager is one of those roles where everyone thinks they know what you do, but very few truly understand. But everyone knows it’s a pivot role for any product, person, or organization.
My favorite definition is: “A Brand Manager is in charge of adapting a brand to the company’s target audience. As the Brand Guardian, you maintain brand integrity across all marketing and communications.” I’ve always found the role to be equal parts Advocate, Storyteller, and Strategist.
I hate that I’ve aged enough to say “back in the day,” but back then, marketing was mainly about advertising, print, TV, radio, etc. It was easy to push your brand’s story out into the world. Even then, the best brands and companies were devoted to their users’ and customers’ needs and dreams.
Perhaps the most fantastic thing about what’s changed in our world is that we are a few keyboard clicks away from getting the information we seek. Everyone has the same ability to communicate and share, whether you’re a single person or a corporation.
In this connected world, we all impact the brand we work on and, of course, our personal brand. It’s easier for customers or potential customers to connect with any of us. Word of mouth, consistently the best marketing, has transformed into the first thing we can see about a person, company, or organization.
Brand is just perception and perception will match reality over time.
–Elon Musk
brand strategy and storyline series 7 · october 14, 2022
Here are some critical facts that demonstrate how connected we are. Employees have, on average, ten times more connections than the brand can reach in other channels. Brand messages reach 561% further when shared by employees compared to the same messages shared via official corporate accounts.
Since we are all now Guardians of Our Brand, I wanted to share three pieces of advice I give myself daily.
Bring Passion & Knowledge. No one else has your understanding and commitment, which means no one can do this better than you.
Be Consistent. The secret to great branding and more substantial relationships is consistency. Repeating the same words, conversations, and service helps people recognize and trust more easily.
Be Authentic. Don’t bother being more intelligent, funnier, or faster. Be genuine, honest, and caring; that matters most.
If you’d like to learn more, check out the free e-book— Brand Strategy, How to build a brand that grows your business for years to come. Just go to the Resources section on our website. Better yet, schedule a complimentary 30-minute consulting session with me, and we can discuss it.
And remember, Branding Changes Everything.
A brand is a living entity, and it is enriched or undermined cumulatively overtime, the product of a thousand small gestures.
–Michael Eisner
