As a branding agency, we find that education is a big part of our job description. Clients are always amazed at the depth that their brand reaches within the company, and the importance of investing in brand management for the long-term.

Many clients come to us with one thing in mind: “I want a logo.” Some are a little more saavy: “I need a story.” Others are a little bit more strategic: “A brand strategy will help us gain market share and grow product offerings quicker.” All are right, but all are incomplete.

An authentic brand runs deep within the organization. It’s a strategic part of your business plan. It needs to be invested in, reviewed and adjusted as markets, trends and business offerings change. Unfortunately, a lot of “old skool” “C” levels have a hard time accepting this. They don’t like the idea of the creative department telling them how to run their business. Sure, they make the big bucks, but they need to give the creative team a place in the boardroom. The truth is that today’s business requires support, collaboration and partnership between Executives, Management and the Creative Department.

The creative department supplies the innovation needed to keep your business humming. The execs and management have to engage, buy in, implement and support these ideas. It’s the only way you’re ever going to build and sustain a killer brand (just ask Nike, Apple or Qualcomm).

Brand is something that reaches into all aspects of your external and internal communications. To put it simply, it’s who you are and why you’re different. It’s how you walk, talk and conduct business.

Lucky for you, Fuelhaus developed this informational “Brand Matrix” to help visualize the steps and depth that a brand needs to take in order to become a sustainable leadership brand. The left represents the homework. The right represents execution. This cycle needs to be reviewed and revised on a regular basis, as needed (save the image to your desktop to read it at a larger size!).

If you do it right the benefits are immense. You have a brand (and story) that people have a relationship with before you walk through the door (it often opens doors that are closed to others).  You have a sales force that knows how to explain what you’re selling. You have a customer service department that knows how to solve and support client problems. You have Executive, Mid and Low level management that understand the goals of the brand as they introduce new products, enter new markets and start new initiatives every day…AND you have brand loyalty that helps you command a premium price for your products and services…even when times are tough.

That sounds like a winning strategy….right? Dang. You should call us. We’ll help you get started.

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