I’ve been asked to serve on a committee which has been assigned to re-brand our company. I’m a junior accountant and don’t have a background in branding – or marketing – so I am not sure what will be required. Do you have any ideas for me?
Branding, or positioning, is important because it defines the image to customers. How you feel about a company is much more than the mix of products and services: it is the personality, the qualities, you believe in.
Management has likely selected a group of employees – from disparate departments – to provide broad input. Notwithstanding your accounting responsibilities, you may be intrigued with the discussion as it will almost certainly contribute to the success of the company.
In addition, it is not expected you will be an expert in branding; in fact, you will find most committee members represent departments that would not normally be involved in the process. Your input, therefore, will be useful because of its lack of assumptions and biases.
You should expect a series of meetings and a facilitator from outside the company – or a departmental manager – to guide the conversation. Full participation will be encouraged so be sure to speak up.
Management wishes to re-brand the company which would seem to indicate the current branding is not positively contributing to growth and profitability.
Branding is largely about values and this committee exercise will likely review the origins of the existing branding image and consider its relevance for a changing marketplace.
You’ve probably served on other committees when one or two members tended to guide – even monopolize – the discussion and decisions. Be sure to stand up for what you believe in should you sense this committee may be dominated by a few strong-willed participants.
Some topics you can anticipate may include some of the following: value for money, standard of service, quality products, reliability, durability, sensitivity, appeal to certain demographic groups, and others.
While it might not be the case, management may have its own agenda. If the committee is to make a legitimate contribution to the process, I’d suggest that management’s view not be solicited until the committee has completed its work.
Additionally, the committee should investigate a formal system of consultation with customers. Re-branding, after all, is for the benefit of present and future customers, so their views will be essential for the final report.
Re-branding is a significant initiative and you should take your committee responsibilities seriously. Willingly participate and ensure that everyone contributes. The company will undoubtedly be better equipped to face an increasingly competitive marketplace as a result of your involvement.
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