3. Sharing

Branding is a holistic, cultural activity. It is less about protecting the brand and more about sharing it with the whole organization and the community. Less about “targeting consumers” to create “shareholder value” and more about creating value for all stakeholders of the organization.

A brand must be realized from the highest levels of management down, because it affects more than just sales, it shapes the internal culture of an organization. A properly defined brand will have a positive impact on every department within an organization.

This is why a brand can no longer belong to the domain of the marketing department or the advertising agency or design studio. Branding is not a marketing event, but an ongoing management process.