Brand Team 101
What is it and how can it help your business grow
If the business is your bread, then your brand is the baker— how good a business will turn out depends a great deal on the brand. So it makes sense to invest in it, right? The catch, however, is that branding is not a one-off project. It calls for continuous efforts directed at ensuring uniform brand communication across all departments in your organization.
But whose job is that? Here are three alternatives to choose from:
- The business leader takes out time to ensure quality and consistency
- Everyone in the organization looks out for the brand as an additional task
- You create a dedicated team with adequate expertise to align business strategies with the brand vision
A brand needs nurturing just like a child does. It doesn’t matter how big or small, growing your brand will take time, knowledge, and a vigilant eye. However, business leaders already have too much on their plates and it’s doubtful if every employee understands brand management. That’s how the idea of a Brand Team came into being.
What is a Brand Team, and what does it do?
A brand team is a dedicated group of individuals who maintain and foster brand values at every level of an organization. Contrary to what you might think, the brand team does not only concern itself with the use of logos, fonts and colors. Instead, they adopt a comprehensive approach to bring the brand to life by covering all aspects of the company: upper management decisions, marketing tactics and strategies, employee engagement activities, quality of customer interactions, and so on. All this happens with the primary focus on ideally demonstrating brand’s values to the stakeholders.
To sum it up, here are the primary responsibilities of a brand team:
a. Helping leaders lead by achieving brand goals
Sometimes, the brand takes a backseat when decisions are taken over by upper management. The leaders often adopt an overly metrics-driven approach, leading to linear strategies that ignore what effect they may have on the brand.
A brand team provides an insightful perspective to avoid this from happening. It assists the leaders with better, more intelligent decisions and highlights how a particular decision may build or harm the brand. Not only does this assistance helps the business, but also ensures a streamlined effort from the entire organization and gives employees more reasons to put trust in their leaders’visions.
b. Putting brand in the best light
Brand strategy shouldn’t come under the purview of your marketing department. A marketer’s job is more tactical in nature — they are required to be more critical, and the brand team to be more creative. So the brand team should develop the larger brand strategy that marketers refer to when achieving company’s objectives in the most effective manner.
c. Building confidence amongst employees towards brand values
Your HR department is tasked with creating the optimal culture for your business. However, if your culture doesn’t convey your brand values, the employees are bound to develop a confused sense of belonging. Therefore, a brand team collaborates with the HR managers to cultivate culture in a way that benefits the brand. The results of this collaboration can be measured as follows: improved customer management, reduced employee turnover rate, a productive culture that resonates with brand’s values, and other key metrics/observations.
d. Maintaining the brand
The brand team’s roles will be incomplete without overseeing how the brand is presented to the world. Therefore, how the stakeholders perceive the brand’s identity and how the brand interacts with those stakeholders is one of brand team’s most crucial operations. This involves creating clearly structured brand guidelines, monitoring their usage, practicing control, and ensuring communication happens in a way that upholds brand standards.
e. Brand continuity through disruption
When managers who lead employees vacate their positions, the continuity of the brand’s identity and values becomes an important concern. This is because new managers require an understanding of brand knowledge to keep it on its tracks. Thus, the brand team its tasked with educating them about the brand and what it stands for, so that the company doesn’t suffer due to knowledge loss in the successors.
What roles constitute a Brand Team?
A brand team should have considerable authority, and be responsible for influencing leadership decisions. So it goes without saying that the roles should be properly allocated. Not only does this create a responsible team, but it also avoids creating a “brand police” by misusing its power.
The brand team roles can be adopted by those already in the organization. Here are 6 roles that you need to have in your brand team:
1. Chief Brand Officer (CBO)
The CBO is a relatively new position for a laser-focused individual who oversees your brand’s communication. This person will guide marketing efforts as per the brand strategy, assists/reports to higher management, and holds the reins of the brand team.
It should be noted that not every startup or medium-level business needs a CBO —this position can be assumed by the founder or its role may be merged with the CMO’s role.
2. Chief Marketing Officer (CMO)
If you have a big organization, your CMO and CBO would work in close collaboration to ensure that marketing efforts continue to reinforce the brand. The CMO is the ultimate authority for everything related to marketing, whether it be marketing strategy, content creation and delivery, or the marketing team’s personnel and other resources.
3. Creative Director
The job of a creative director is to monitor and make sure that every piece of content developed adheres to the brand guidelines. To do this, the creative director collaborates with the content creators and empowers them to follow the guidelines accurately. Content reflects the brand’s identity and, a creative director makes sure that it remains uniform.
4. Culture Ambassador
A culture ambassador plays an important role of introducing the brand’s values to everyday interactions. They work to create a more productive organization with employees who feel happy and positive towards the brand. Think of a culture ambassador like an individual who does the actual groundwork of integrating people’s beliefs through unique ways and brings everyone onboard for the brand’s success.
5. Brand Analyst
The brand analyst is the person who converts the results of branding efforts into measurable metrics. They do so by collating insights, giving suggestions, and justifying any decision with actual numbers before your organization invests in a new opportunity.
6. Communications Lead
Whenever new employees, managers or an on-demand talent joins the organization, they need to learn about the brand identity, its values and the brand goals. The communication lead does this by creating a brand library that the incoming personnel can refer to. Not only that, but they ensure any knowledge relevant to the brand is easily accessible and easy to comprehend.
So, it’s evident that a brand team performs multiple roles which are instrumental for a brand’s comprehensive success. If you want to learn more about how to create a brand team within your company, or maybe not do it by yourself, schedule a Coffee & Consultation meeting so we can chat more about how we can help.