Treachery of Branding

Whatever the company, branding means more than just a label.

Great companies, in the wine business and beyond, often have powerful brands.

Why? Because at least one person in the company understands what a brand is and what it is not.

A brand is more than a logo or a Facebook page. A brand is an idea; a belief; a promise, that is held in the hearts and minds of customers and employees alike. A brand encapsulates all of the reasons why an audience values one’s product, service, candidate, or movement.

The 4 P’s of marketing.

That’s why building and managing a brand takes more than skilled people who can build a website or design a label. Managing a brand means having at least one person who understands how all of the individual marketing pieces (within the four P’s) must fit together – must work in harmony – to present a clear, consistent, compelling story.

Brand-idea management is the process of ensuring that everyone understands the brand’s story, believes it, and “speaks” it. It is a strategic and tactical endeavor. And it has to be led by the defacto leaders of the organization, even with smaller businesses.

But, just as it is difficult to diagnose one’s own medical issues, it is nearly impossible for people within an organization to be able to see brand communication breakdowns objectively. This is why there are consultants.

If you’re looking to launch or build a brand, I may be able to help. During my 25+ years in marketing, I’ve led branding wars in the trenches and guided students in the classroom.

Do you know what I’ve seen, time and time again?

“Branding” is one of the most over-used, and least understood, words used by people in business.

Do your people get it? I’ll help make sure they do.

A painting by Rene Magritte entitled “The Treachery of Images” and often called, “This is not a pipe” because that is what the caption translates to in English. After all, this is NOT a pipe. It is a picture of a pipe. Just like a logo isn’t a brand. It’s just a picture that represents a brand.