Brand management is vital for the success of any organization. It affects every aspect of a brand’s products, communications and marketing. The corporate brand manager is the on-staff gatekeeper for your brand, but what about all the companies you partner with to help you get the word out?
Ad agencies, social media marketing firms, and promotional products suppliers are all in the business of promoting and protecting your company’s brand. Anyone who has accepted the responsibility of reprinting your company logo; communicating the value statement for your products and services; or promoting the newest marketing campaign must also have the same enthusiasm and passion for your brand as you do.
Like an over-protective parent, the gatekeepers of your brand should continually be monitoring the execution and the output of the information. Spotting new trends and understanding how they can help increase the brand visibility is important, but ensuring that those trends are in line with the established corporate brand guidelines is vital.
Always asking, “What else can we do”, should be a common discussion between you and your gatekeeper partners – the end result will be a brand respected by customers and coveted by your rivals.