Quick Tip: Take Branding Beyond the Marketing Department

Brand development is marketing’s job, right?

Yes and no. The marketing department is typically tasked with developing the brand identity, creating the materials and content to promote that identity, and building it up. But the marketing team can’t do it alone.

Throughout the 6-step brand development process, and beyond, stakeholders from all parts of the company play an important role in carrying out the corporate brand. Here are few points at which it takes a whole company, not just the marketing department, to make branding work:

Discovery: During this first step of the brand development process, all departments should provide insight into what they think the company is, does and stands for.

Opportunity Assessment: Don’t rely strictly on marketing to pinpoint opportunities in the industry—front-line staff in sales and customer service may have insights marketing is missing.

Brand Delivery: Part of the final branding documents should include guidance or plans for internal changes that reinforce a brand identity, especially if that identity is centered on how your company delivers its solutions to customers.

Everyday interactions: Share your brand concept across department lines, complete with the messaging and language that focuses your brand identity. This will help ensure that customers and prospects get the same message, consistently, from everyone they interact with.

Our advice: Remember that while brand development may officially be a marketing task, brand implementation is a companywide endeavor.

Want more details on how to develop a brand identity, along with branding success stories? Download our Six Steps to Creating Enviable Brands.