Does Your Organization Need a Brand?

By Brian Oster - Business Development 3.19.10

Volvo’s brand is its promise of safety and security. Disney stands for family fun. Wheaties is the breakfast of champions. Many companies today have a brand, but you may not see the need to brand your organization.

Remember those “LiveStrong” wrist bands you could buy to support Lance Armstrong and his charity a few years ago? LiveStrong is now an unstoppable network of individuals whose web site attracted more than 4.5 million in January. Web site visits increased more than 75% from the year before. Martha Stewart’s personal brand has stood the test of time and prison, stronger now than before she was convicted of lying about a stock sale.

Branding provides an identity

Branding is extremely important in this generation. A few years ago, The New York Times Magazine stated, “The average city dweller is exposed to 5,000 ads per day.” If that was before videos and floor decals appeared in nearly every aisle of my local grocery store, I have no doubt this number would be larger today.

No longer can an organization just have a web site, or a catchy slogan to build a name and a following. An organization needs to meet the customer where they are (i.e. satellite radio, email, social media, etc.) and provide something that is of value to them (i.e., solve a problem, share expert knowledge, etc.). You must go beyond corporate words in order to build trust. Consumers want to identify with someone or something that will tell them what is real and what is worthy of their attention.

So find what makes your organization, your product or your service GREAT. Integrate this into a brand and every piece of marketing material. Develop this into a strategy across all the places where your customers spend time. Track your results and learn from your customers.

Brian Oster
Posts: 3

Personal branding requires a specific persona
Reply #2 on : Fri March 19, 2010, 08:27:45

Both types of branding have their benefits and paths of success. I am a huge promoter of personal branding, as it adds a face to an organization and personalizes the experience with a prospective customer. What a great way to build trust than having one person provide useful information to their potential audience.

The one obstacle I've seen with personal branding is that it requires a specific niche and persona to be successful. What I mean is if you have something unique to offer, i.e. our very own Lee Brinckley's social media expertise, AND that person is not afraid to talk, then personal branding is perfect. I've seen Lee speak in front of the most attended Bettendorf Chamber of Commerce seminar with much value to provide the audience. Not all personal branding requires public speaking, but I hope you get my drift.

I plan on writing a personal branding blog in the next week or two and I'll include some of our experience of personal branding for our clients! Feel free to contact me in the mean time if you would like more information.

Anonymous
Posts: 3

Personal branding?
Reply #1 on : Fri March 19, 2010, 08:02:50

How do you feel about branding individuals within an organization? Lets use Nehlsen Communications, for example... would it make sense to "brand" an individual as a social media expert, somebody else a PR specialist, and someone else yet as a guerrilla marketing strategist, or would you recommend branding the organization as a whole, as an 'integrated marketing firm', encompassing all specialties, not capitalizing on or promoting the individual’s expertise?

The benefit I see of branding an individual, is that they become an expert in their given specialty, garnering publicity, speaking/presentation opportunities, etc. that could only serve to promote the organization they work for.

I would love to hear your thoughts on this, and any examples of individual/personal branding you have done.