Assign brand management responsibility to one person
Posted: Wed Feb 12, 2025 5:43 am
Not highlighting the differential
Currently, there is a syndrome that has become one of the main mistakes when creating a brand persona: believing that there is no more room for innovation.
Many brands fail to highlight their differentials, not because they don't have them, but because they don't know how to find them or highlight them through innovation. Therefore, they end up blending in with the masses and becoming "just another one." Part of the problem is not understanding what the essence of the brand is, that is, what its main characteristic is and how that defines its brand personality .
Disney, for example, defines itself as fun and family entertainment. From that identity, it rcs data has become a fun, safe, family-friendly and entertainment-oriented company, showing its essence in a playful and innovative way. If you don't know how it conveys this in its brand persona, just think of Mickey Mouse and its many other characters, observe all the content it shares and how it communicates with its audience.
5.
Brand management is not a specific position! While there are sectors that work more with their image, such as marketing teams , it does not mean that they are the only ones responsible for its management.
cta-marketing-teams
Your brand identity should be part of the different areas of your company. It should be lived, felt and transmitted by everyone. After all, you want to convey your value through your communication, and all members of your organization are responsible for this. That's why it's so important that everyone speaks "the same language."
Currently, there is a syndrome that has become one of the main mistakes when creating a brand persona: believing that there is no more room for innovation.
Many brands fail to highlight their differentials, not because they don't have them, but because they don't know how to find them or highlight them through innovation. Therefore, they end up blending in with the masses and becoming "just another one." Part of the problem is not understanding what the essence of the brand is, that is, what its main characteristic is and how that defines its brand personality .
Disney, for example, defines itself as fun and family entertainment. From that identity, it rcs data has become a fun, safe, family-friendly and entertainment-oriented company, showing its essence in a playful and innovative way. If you don't know how it conveys this in its brand persona, just think of Mickey Mouse and its many other characters, observe all the content it shares and how it communicates with its audience.
5.
Brand management is not a specific position! While there are sectors that work more with their image, such as marketing teams , it does not mean that they are the only ones responsible for its management.
cta-marketing-teams
Your brand identity should be part of the different areas of your company. It should be lived, felt and transmitted by everyone. After all, you want to convey your value through your communication, and all members of your organization are responsible for this. That's why it's so important that everyone speaks "the same language."