By: Gordon Conner
Most small and mid-sized companies don’t have internal marketing and branding expertise. They’re great at managing their company and being sure the lights are turned off at night. However, they typically don’t know the difference between brand equity and sweat equity. So, it often makes sense to bring in the branding experts to be sure the brand is managed properly. After all, there could be as many as 20-25 touch points to keep in tow. The experts will spend regular time on the client’s premises, overseeing the implementation of the new brand program, as well as any other marketing and/or communications needs the company may have. In essence, they can serve as your in-house marketing department. They may come in once a day, once a week, once a month or whenever you need them. Set it up to augment your own expertise. As the CEO, you may have a good handle on all of your sales efforts, but you may not have a clue about what color to paint your trucks or how to motivate your receptionist. Just be sure to keep it all consistent and on-brand. (Even your part.) The more that is managed through a single point of contact, the more integrated your efforts will be. By managing the brand in this way, you will insure the program’s sustainability and be able to adjust along the way.
About the Author
Gordon Conner is a Branding Consultant/Coach and Copywriter who helps clients become exceptional companies. He has been providing advertising, marketing, branding and copywriting services for 39 years and lives in Midlothian, Virginia. He can be reached at Gordon@BranWorks.com, or www.BranWorks.com.