Building a Brand - It’s a Team Effort
Starting and building a brand from concept to maturity requires more than just vision and focus, although those are important parts of the equation. What’s needed most is a special team of individuals, a team that does not believe in the words "can't be done". A team that views challenge as opportunity and a team that will drive to success on every effort.
After establishing that team, you need to determine what skills are required from the team to execute that brand strategy.
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Obviously, creativity is required. Creativity is what keeps up from being stagnant. It allows us to find ways to communicate the brand in market relevant ways and what pushes us forward to strive for even bigger and better “wins”.
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A basic ability to listen and observe is an absolute requirement. Your brand is the total of the market’s perceptions about the experience you provide. That means you have to be able to “tune in” to what the market thinks about every contact with your brand.
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The best teams are cross-functional, representing different areas of expertise. When those different types come together, you’re bound to have some collisions. Don’t get caught up thinking that conflict is inherently a bad thing. It encourages different perspectives and helps us get to a stronger point of understanding with one another. Just make sure that group conflict is always professional and never directed at an individual.
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Energy and enthusiasm for the process. A lack of energy and enthusiasm can seal a brand’s failure. That’s because your brand is a living, breathing thing that needs the same level of attention and energy that an infant would. Sometimes the branding process can seem long and tedious – excitement about the shared goal can keep you moving forward during the inevitable setbacks or tasks that are less “fun.”
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How about character, focus and honesty? All of these are necessary too. Team members come with different values, insights, and experiences. Together, these differences can merge into a collective, streaming thought process that defines your brand’s personality – and the customer’s experience.
- Finally, the maintenance of a brand requires an ability to be objective and take the long view. You have to be able to see your brand as a whole, rather than the sum of its parts.
You can see how all of this might make it difficult to build a brand alone. Without a doubt, some do succeed, but the occasional insight from an objective partner can be invaluable if you want your effort to be fast and efficient. If you do seek input, look for a partner that exhibits the required skills and has the experience to be confident. The ability to share your excitement and commitment to your goals can make a huge difference: the best partner will care as much as you do. When you find a partner like that, treasure them. The skills and objectivity that they bring can elevate a business transaction to a true, long-term partnership.
We all know that success can be measured many different ways. For me, my greatest professional satisfaction to date has been the knowledge that my clients were happy and energized, as well as successful. That’s the best sign of a truly strong brand.
Mike Vondran is the CEO and fearless leader of TAG Communications Inc.
Published in Business
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