Who is responsible for your brand?

by Robert Savellis
Jan 28, 2016
2 min read

When I ask this question the answer is often Marketing, Public Relations, Advertising and Social Media just to name a few. Most business owners also state that building their brand is an expensive exercise.

It is true building a brand like 'Coke' will cost you a fortune and take a long time. Most organisations do not have the budget or are able to raise the kind of capital needed to build their brand to a “Coke” level.

One of the most cost effective methods in building your brand identity is to use your evangelists to uphold your brand and identity.

Who are your evangelists?

Anyone who represents your brand, for example, your customers, your staff, suppliers, contractors and your distributors.

All these groups are involved in the process from the initial product development all the way through to the after sales service and they all need to understand and uphold your brand.

What does your brand stand for? Quality, Innovation, Reliability, Service etc.

Some examples of upholding your brand identity:

Product Development - reliability, consistency in quality;
Marketing – brand guidelines, consistent tone and message in advertising including print, radio, social media, press releases, trade shows etc.
Sales - recommending the right product for your customers needs;
Distributors - stock availability and delivery on time;
External Packaging - protect products, promote brand with the environment in mind;
Internal Packaging - all contents, quick user guides and manuals present and easy to use:
Technical Support - knowledgeable staff with live information, understanding previous issues;
Faulty goods policy - easy to return faulty goods, process easy to understand and use;
Customer Service - knowledgeable with the ability to make decisions.