Brand Management

Managing brand identity assets requires enlightened leadership and a long-term commitment to doing everything necessary to build the brand. The mandate to build the brand must come from the CEO’s office. If management’s commitment is less than full-on and the resources committed are minimal, the original investment will most likely deliver a disappointing rate of return. To the surprise of many clients, the brand identity process does not end after corporate letterhead and business cards are delivered. This is actually when the work really starts. Because it takes some time to get to this point of visible accomplishment, many clients assume that the time, money, and energy spent thus far represent the majority of the investment. Wrong. This is just the start. Creating the brand identity was the easy part by comparison. Managing these assets well and successfully is more difficult.