Brand Champions

Brand Champion of the Day- Charlie Crist, Governor, Florida

You probably heard that Florida Governor, Charlie Crist announced that he is leaving the Republican party and will run for U.S. Senate as an Independent. I think you will see more and more politicians following his lead. Most people in the U.S. sit/stand somewhere close to the middle of the aisle. Most are independent voters.

Whether they are registered Republicans, Democrats or other affiliations, most of the people I talk to simply want what is best for most other people. That usually results when there is bi-partisan support for legislation, a respect for others, no matter what the party line is. Those politicians who understand this will continue to seek a position somewhere close to the middle, like it appears Crist is doing.

Will being an independent politician be the best solution for recruiting and retaining champions for their brand and other brands? Will this be the case for the Charlie Crist brand and the Independent brand? I might be jumping the gun, but I think Crist is a forward-thinker with this move and the Brand Champion of the Day.

Rex Whisman

Brand Champions Blog

BrandED Consultants Group

Senior Leadership Support Helps Ensure Brand Success

While I might be stating the obvious that attaining senior leadership support will help ensure success for your organization's brand development efforts, don't assume that this is a given. Even when senior leadership supports your brand initiative, it is important for you to create ways for them to demonstrate their support.

Every leader is different. Some are quiet leaders, leading by example, others are vocal and rah-rah types. No matter what your senior management style is, it is up to you as a brand champion to develop means for them to show that they support your branding project. The more visible the better. Regular updates through communications channels are effective ways.

Whenever your leadership presents to your constituents, talks about strategic planning or other ways of engaging stakeholders, be sure he/she includes something about the importance of brand building and its relevance to your brand champions.

Rex Whisman

Brand Champions Blog

BrandED Consultants Group

A Brand Must Deliver What it Promises

I believe that a brand is your name and the associations that people make with your name when they hear or see your name. People expect that brands stand for something. So it is important that your brand strategy helps others understand your mission and core values.

When people make associations with your name, consciously or unconsciously, people think about what your brand is going to deliver if they engage in the brand experience. So it is important that your brand strategy include a promise statement that helps your internal and external constituents understand what your brand is going to do for them.

Some people will think in terms of return on their investment, whether your brand is considered premium or low cost. When people connect with your brand a set of expectations happen. To ensure that your brand successfully recruits and retains brand champions, you must deliver on your brand promise.

Rex Whisman

Brand Champions Blog

BrandED Consultants Group

Blogs Enhance Brand and Search Engine Optimization

I might be stating the obvious for those of you who are bloggers or know someone within your organization who blogs. For those of you who do not or are still skeptical about blogs, perhaps I can influence you to create a blog or help you convince someone within your organization about the benefits of blogging.

Like the word brand, blogs have often been associated with buzz or negativity. That happens when people are new to the concept or listen to Mad Men. Yes, in the early days blogs were a place where some went to vent. Yes, in the early days of brand, many replaced with word marketing with the word branding. That was then, this is now.

Today brand and blogs are becoming mainstream. Organizations realize that their name needs to stand for something, and they realize blogs are a way to help position the organization and enhance the brand. One of the primary benefits of blogs is search engine optimization. Here is an example. Go to Google and type in the words Brand Champion. See what comes up. I rest my case.

Rex Whisman

Brand Champions Blog

BrandED Consultants Group

Brand Champion of the Day- Maya Lin, Landscape Architect

Last evening I had the opportunity to once again visit one of the most emotional places in the United States, the Vietnam Veterans Memorial in Washington, D.C. For those of you who have been there, you know what I mean. For those of you who have not visited, I recommend it the next time you are in D.C. Although I respect the other veterans memorials on the National Mall, I feel different when I experience the Vietnam Veterans Memorial.

The World War II Memorial is very traditional and large in scope. The Koren War Memorial depicts figures and at night is an amazing view, but from a brand perspective, the Vietnam Veterans Memorial for me is the most moving. All of those who died giving their life here and abroad are to be commended for championing their nation's brand. I also think it appropriate for the memorial designer to be recognized as championing each veteran's brand.

Today, Maya Lin, internationally renowned landscape architect is featured as the Brand Champion of the Day. Her bold ideas and effective execution of a the memorial also need not be forgot.

Rex Whisman

Brand Champions Blog

BrandED Consultants Group

Brand Relevance: What's In It for Meeeeeeee?

What is in it for me? Why are we doing this? How is this relevant to us? Those are often the questions that people and organizations ask themselves during the brand development process, especially when they are first introduced to the process. Yes, your stakeholders do need to be a part of the brand development process. A process by the way that is forever.

I am often asked the above questions when I meet with stakeholders during the discovery process. Whether stated or not, I know that at least a third of all people I meet are questioning the relevance of branding. The first thing I do to help satisfy their skepticism or curiosity is define my terms. For those of you who know me I define branding as the process of aligning your internal culture with your external reputation. I do not say that branding is a buzz word for marketing and that we are going to create a really cool logo and an amazing advertising campaign. Mad Men do that.

When defining branding as that type of a process, most people come on board. For others they need the process to be more tangible, so it is critical to know and then communicate what the quantifiable intended outcomes are. Those might be increase in new business, retaining more employees and customers, a return on brand investment or others. The key is to include your stakeholders, give them a forum to share their opinions and not be afraid of what they say or how much they challenge you.

After all, you will expect them to live your brand and deliver your brand promise. They are your brand champions!

Rex Whisman

Brand Champions Blog

BrandED Consultants Group

Does Qwest Move Enhance or Dilute the City of Denver Brand?

You might have heard that Denver-based communications giant, Qwest is being gobbled up and will be moving its corporate headquarters from the Mile Hi City to Louisiana. This change has many possible results for the the corporate brand, as well as the city brands represented by the former and new home of the organization.

When these things happen, and they often do, I think first about the employees. Those individuals and groups who have represented the organization through thick and then, championing the brand. Qwest is one of those organizations that sometimes has not been a brand that people want to champion, but the organization has persevered, in large part due to its dedicated employees.

Because of past, present and future opportunities, does the Qwest move enhance or dilute the City of Denver brand?

Rex Whisman

Brand Champions Blog

BrandED Consultants Group

Brand Champion of the Day- Post-It Notes

This month marks the 30th anniversary of the Post-It Note. As the world goes paperless, this gem "sticks" around like no other. I do not recall the day or year that I first started using Post-It Notes, but whenever I started there probably has not been a business day gone by when I did not use at least one. Most personal days too.

A team of 3M scientists are credited with inventing the made to stick brand of Post-It Notes. Talk about your forward thinking research and development group. At the time Post-It Notes came onto the scene, technology as we know it today, was not even a blip on most people's mental screens.

Fast-forward thirty years and people like me advocate that organizations dramatically reduce, if not eliminate all paper communications. Except of course their Post-It Notes. You have recruited and retained brand champions the world over. You are the Brand Champion of the Day!

Rex Whisman

Brand Champions Blog

BrandED Consultants Group

A Better Brand of Education

Last night I watched in disbelief a news story about the number of teachers that are being laid off in the United States at the end of this school year. The reporter and others talked mostly about the economic downturn as the reason. Of course budget cuts affect everything from buildings to personnel. Other things do too.

I am of the opinion that education in general does not seem to hold the same value as it once did. Even though there are reform movements to improve educational outcomes and economic resurgence the world over, we are not channeling our energy and resources in the right direction. We are not thinking about eduction as a brand, and we need to.

If we think in terms of a brand as a name, what that name stands for and the associations that people make with that name, then we should do the same with education. What does education mean in the 21st century? Why are we not placing value on the brand of education? Despite the economy, there are resources available to educate, graduate and provide employment opportunities for everyone on Planet Earth. But, education does not seem to have as high a priority as it should. We all need to become champions of the education brand.

Rex Whisman

Brand Champions Blog

BrandED Consultants Group

Engaging Stakholders a Must to Brand Development

Yesterday and today a colleague of mine and I had the pleasure of facilitating interviews, focus groups and ideation sessions with stakeholders from several secondary and higher education institutions in Minneapolis as part of a national education brand initiative. The purpose of the project is to develop a common identity that will connect nearly 50 schools in the United States.

We met with senior administrators, faculty, staff, students, alumni, trustees and others to ask their opinion about the current identity of their school and the network of schools, as well as get their recommendations for moving forward with the brand development efforts. Employees, customers and other constituents appreciate the opportunity to give a voice to the process and share their perspectives. After all, they are expected to live the brand. They are the brand champions.

Unfortunately most organizations never engage their stakeholders in the brand development process. Most organizations simply have a long lunch with some Mad Men advertisers and knock out a tagline or two, then tell everyone they have a new brand strategy. Sustainable brands engage their stakeholders in the process and understand the importance of mission and core values! 

Rex Whisman

Brand Champions Blog

BrandED Consultants Group