A brand exists purely in the minds of the audience. It is the result of every touchpoint to the audience. If you own or run a business, institution, or organization -- large or small, for-profit or not-for-profit, you should be concerned about who controls your brand experience. It takes a broad view for a brand to thrive. A brand is not marketing. A brand is not simply image management. Some of the most accomplished brands in the world reach, sustain and advance their greatness without relying on typical marketing tools such as advertising and promotion. If your brand lacks the life you would like, it may be time to consider what is influencing it. If your brand is not truly authentic, relevant and consistent it is vulnerable.
Having a Well-Known Brand is Not the Same as Having a Thriving Brand
Who is your firm’s chief brand officer? We're not talking about a title here. We're referring to the responsibility for seeing that every touch point, process and habit of your company and its employees reinforces the brand experience you intend.
Branding is Every Component that Contributes to Your Stakeholders’ Experiences
Brand responsibility should not be assigned exclusively to the marketing department, or placed in the hands of outside resources. It is the responsibility of every person in your organization to represent the brand through their performance. If that isn't the case, your competition is indirectly controlling your brand, which should prompt you to ask . . . . . .
How Do You Address a Dead Brand Walking?
In’s & Out’s helps clients create and grow powerful, distinctive brands. We help clients align all the components of their business to support the methods they already use to measure success by helping to identify and create better stakeholder experiences.
In fifteen years of business, gaining clients incremental improvement has never been our goal. We only accept assignments where we feel we can help the client create significant, meaningful impact with world-class implications. 100% of our work has come strictly through referral. Why? Our satisfied customers come back and they also share their experiences with others.
As the name implies, we “get in and get out.” We do not seek to manage people's brands. We help you learn to better manage your own brand, and we are available to come back in from time to time as needed.
