Kill your darlings

Branding is the process in which we either create new brands or give a helping hand to brands that have lost their way. Or, in the case of brand portfolios, we optimize the brand architecture to best support the holding company’s business strategy. In most cases, this means deleting brands rather than creating new ones.

Booms have a tendency to create unnecessary and costly brands that have little or no added value to their holding company’s business strategy. In most cases, these “unnecessary brands” not only drive up costs but also add to the muddled image of their owners. More brands mean more messages. More messages make it harder for stakeholders to understand and take action. They add to the market paralysis that stands in the way of growth and ultimate success.

So, do not use more brands than you need. They drive up your costs and decrease your chances of success. Instead, focus on the brands you need and make sure that these brands are developed and supported to perform at their best.

Comment

The value of values

Values, or brand values, are among the most important features of a brand, for both authorities and commercial organizations.

Our values do not only allow us to fulfil our promises to our stakeholders, but they also lay the foundations for a cultural shift in a positive direction. They allow us to be an attractive employer going way beyond our everyday duties.

When a regular nine-to-five job at a company is no longer attractive enough for prospective talent, our values suddenly become a very competitive factor. It is our experience that the process of developing successful values is all about participation and inspiration. It is a process not only for the few but for the entire organization. It is a process that, when done correctly, can act as a catalyst to bring about organizational change.

If you are interested in knowing more about how you can develop your values, please contact brand strategist Alex Holmén.

Source: Universum Global/IDEAL Employer Rankings/Business 2011

Comment