Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. BSI readers know, we regularly answer questions from marketers everywhere. Today we hear from Ken, a VP of Marketing in Boston, Massachusetts who asks this question on rebranding…
“I’m trying to get internal buy-in for an extensive re-brand. The terms brand or branding are not well received here. How else can I talk about this project?”
Thanks for your question Ken. As brand consultants we have seen this situation before and the reasons vary. Those less marketing oriented or less appreciative of marketing as a revenue generator might see terms like brand or branding negatively while others simply want projects like this to be communicated as more than a marketing project. Whatever the case replacing the word ‘brand’ with promise or purpose works well.
At its core branding projects are about discovery and can be effectively communicated as such without marketing jargon. Consider presenting the initiative in the context of what will be discovered and the outcomes that will lead to…
- What unique value can we own in the minds of our prospective and existing customers?
- What is our purpose? It’s not what we sell; it’s what we stand for.
- What is our organization’s raison d’être, or its reason for being?
- What promise is our organization making to our customers? Employees? The world?
Ken, I hope you find these thoughts helpful. As you continue down the path of trying to gain buy-in (seemingly a part-time job for marketers) I think you will find these additional thoughts meaningful. While brand cultures are built on language, it’s fitting I share this as well.
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Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education