Your Brand Identity is More Than Just “Fluff”

Branding is often viewed as an abstract concept – a “fluffy” addition that’s nice to have but not essential. However, this idea couldn’t be further from the truth. Branding is a crucial element that can significantly impact a company’s success. The challenge lies not in creating a brand strategy, but in implementing it properly and giving it staying power. This is where brand strategists play a pivotal role.

 

The Implementation Gap

Many businesses invest precious time and resources into developing comprehensive brand strategies. They work with agencies to discover who they are as a company and what their true values are and then create brand guidelines around them. But once the project is complete and the final documents are handed over, businesses often find themselves at a loss. They often start asking themselves, “What do we do with it now?”

This implementation gap is a significant issue in the branding world. Businesses are left with beautifully crafted brand guidelines, but no clear path to integrate them into their daily operations. As a result, the branding often ends up as mere words on a page or posters on a wall, failing to deliver their intended impact.

 

The Paradigm Shift

This is where brand strategists can come to the rescue. Brand strategists can facilitate a shift in how businesses perceive their brand strategy. Instead of viewing it as a static document, businesses should see it as a set of dynamic tools to guide and direct their operations. This shift transforms a rebrand from a theoretical concept into a practical, actionable framework that guides how you run your business.

Each element of the brand strategy – from the purpose statement to the brand values – should be seen as a decision-making tool. These tools can help align and synchronize every aspect of the business, from employee behavior to customer interactions.

 

The Role of Change Management

Implementing a new brand strategy often requires significant changes within an organization. When the new brand becomes part of an organization, it will change how a business hires, who they work with, how they sell, their approach to new projects, and more. 

This is where change management becomes a crucial step of the implementation process. Although this step is often overlooked, it’s necessary because it will upend old business practices. This rebranding will become the core of how an organization does business from now on. 

Change can be scary for many organizations, especially if they’ve been operating in a certain way for a long time. By incorporating change management principles into their approach, brand strategists can help businesses navigate this transition more smoothly.

 

The Coaching Approach

One effective method to bridge the implementation gap is to add a coaching session at the end of the branding process. This session should focus on helping clients understand how to use their new brand tools in practical, day-to-day situations.

For example, a brand strategist might work with a client to identify specific areas where the company’s purpose statement can guide decision-making. They might explore how the brand values can be used in hiring processes or employee evaluations. By providing concrete examples and applications, brand strategists can make the abstract concepts of branding tangible and actionable to ensure the new branding doesn’t just become a new logo or landing page. 

 

Continuous Support

Implementation is not a one-time event but an ongoing process. Brand strategists should consider offering continued support to their clients beyond the initial strategy development. This could involve regular check-ins, workshops, or training sessions to ensure the brand strategy remains alive and relevant within the organization.

The true value of a brand strategy lies not in its creation but in its implementation. By shifting the focus to practical brand applications, addressing change management, and providing ongoing support, brand strategists can help businesses truly leverage their branding investments. 

This approach not only enhances the perceived value of branding services but also ensures that businesses can reap the full benefits of a well-executed brand strategy.

To discover more about how to use a new brand strategy to its fullest potential, tune in to this episode of The Progressive Agency Podcast to hear more from our guest, Karley Cunningham.