Sandra Sellani, Author of “What is Your BQ (Brand Quotient)?” and Brand Strategist of Newport Beach-based The Sellani Group, has a very catchy approach to educating clients about the value of having a clear Branding Strategy. I like her thought-provoking idea, explained through her golden rule of Branding, which reads as follows:
… making everyone think through the true meaning of Brand Strategy.
CONCLUSION: everyone needs it (us Brand Builders know that all too well… but our clients… that’s a whole other challenge!). Because the most effective way of helping companies build stronger and more compelling brands, is to get their Head Honchos on board. The top executives must buy into the idea of branding. Because ultimately it’s their decision that will drive a Brand-centric organization, where everyone in the organization breathes, thinks and acts-out the brand message. It’s not only a haphazard, ad-hoc short term strategy that is relegated to the Marketing or PR Departments.
Sandra’s Two Golden Rules of Branding:
#1: Anyone who sells commodities must have a branding strategy to survive.
#2: Everyone sells commodities.