With so much noise, make sure that you know what you are doing, for you as well as your businesses benefit (or client).
Many factors contribute to your successful rebrand — sound research, creativity that is leading, a strategic launching strategy and more. But here’s one crucial variable that’s often overlooked: the relationship involving the branding firm and the CMO. A beneficial relationship can make sure a brand triumphs. A relationship that is poor can doom it to failure. Here are three important items to consider.
1. Falling For The Proper Associate
Case studies, process and references are important, but how can a CMO feel assured that he or she can work with the branding company’s team? Meeting with the people who will actually work with the initiative is crucial. Who’ll be the main customer contact? Is there a good rapport with the design manager as well as the strategy head? Visits to the business’s offices can offer significant clues as to whether the branding firm’s culture is aligned with that of the company. You’ll be working with one of these individuals — before you commit, be certain you proceed beyond a first date.
For example there’s a present battle at BlackBerry throughout the concept of switching from hardware to software. Branding remains challenging for the firm with a heritage in hardware design although BlackBerry’s shift from smartphone maker to software company is whole, says one of its top executives.
Chief operating officer Marty Beard stated that while the technology business is “100 per cent complete” in its transformation, changing perceptions about BlackBerry remains an impediment.
“Biggest challenge?” Beard said Thursday in an interview. “You’ve got decades, literally, of a brand associated mainly with smartphones — we created that space.”
Focus on connectivity, car applications
The Waterloo, Ont.-based company announced last September that it would stop making phones after struggling with profitability as Apple and others dominated the market, and instead focus on its growing software business.
Beard said BlackBerry’s efforts centre on what it sees as a substantial tendency, connectivity, and securing all of the apparatus companies and consumers hook up to their Internet network, like cells, tablet computers and wearables.
2. Keeping The Love Alive
It’s no secret: Successful branding is a collaborative effort between the organization and the agency and using East Coast marketing firms can make the difference. More to the point, they expect to contribute in ways that are significant. Gone are the days when a brand was developed by an agency behind closed doors and then presented it, having and totally baked a drumroll, to the client. Too frequently that strategy resulted in disappointment that was inevitable and misaligned expectations.
CMOs desire and expect to be fully involved in brand development now, and branding businesses should encourage their participation whatsoever points. Work sessions with CMOs discuss preliminary design explorations or to review research results might help capture their insider view before it’s presented to a wider audience, and reflect it.
Obviously, for this kind of cooperation to work, there needs to be mutual regard and trust. And like every relationship that is personal, it requires continuing attention and feeding.
3. Holding Hands And Bound Together
The CMO is vital in helping the business that is branding navigate the intricacies of its organizational structure and also the business’s culture. This can be vital planning how to shepherd the brand during the internal approval process and when scoping out the research protocol.
But it’s equally important that the CMO not overplay the gatekeeper function; it takes confidence to get a CMO to present the entire leadership team with even edgy or unforeseen work. When doing marketing in Canada you really need to understand the specific roles of everyone involved, after all we only have 34,000,000 people – so you don’t want to blow it!
In branding, the most effective work comes from taking creative and strategic risks, and CMOs willing to take risks are so vital to creating great brands. Trusting your creative associate has your back and will be with you each step of the way makes taking a leap to the unknown terrifying.
All of us enter a brand new relationship with high hopes and great expectations. By nurturing and supporting each other, we could count on a happy and long venture — one which will produce branding that is great, too.