The question arises, which is the hand and which is the glove? First of all, let us make sure that we have a hand and a glove. Too often, organizations lack one or both. Even when they have two hands and two gloves, the right hand and the left hand do not know what they are doing.They somehow think that brand and strategic planning are two separate initiatives.
I have been a part of many brand development and strategic planning processes. Sometimes as a participant and others as a facilitator. In many situations, branding is listed as a one of the strategic priorities or listed under one of the priorities of a strategic plan. That is a good place to start. The organization realizes that it has to some kind of brand work to do.
As the brand development process takes shape the organization and its stakeholders understand that brand is more about mission and core values, rather than just logos, taglines, advertising and integrated communications. It is about the essence of the organization. When these aha moments take place, slowly but surely branding becomes front and center. Over time the brand strategy becomes the business strategy.
Branding moves from a line item on the previous strategic plan, to the process that guides the development of future strategic plans. When I mention this to organizations it is at times met with skepticism. On other occasions I get heads nodding, but with a sigh that this will take some time. Yes it will. But for those organizations who are willing to do so, they create a plan that ensures sustainability. After all isn't that what branding and strategic planning is all about?
So whether your organization thinks that your brand is your hand or your glove, make sure that you have both and that they fit comfortably together. Your brand champions will like how it feels.
Nice topic and post, as we were just talking about what things can happen in the medicine industry.
Posted by: MBT Online | August 02, 2011 at 04:37 AM
branding is listed as a one of the strategic priorities or listed under one of the priorities of a strategic plan. That is a good place to start. The organization realizes that it has to some kind of brand work to do.
Posted by: pandora uk | July 31, 2011 at 08:08 PM
When I mention this to organizations it is at times met with skepticism. On other occasions I get heads nodding, but with a sigh that this will take some time.
Posted by: christian louboutin uk | July 31, 2011 at 08:07 PM
make sure that you have both and that they fit comfortably together. Your brand champions will like how it feels.
Posted by: burberry uk | July 31, 2011 at 08:06 PM