From the course: Advanced Branding
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Brand responsibility
- There will be moments in every company where a decision is going to be made whether something is on-brand or not. For the most part, a good brand culture allows employees to champion amongst themselves for what should or should not be distributed. However, every company has someone who embodies the brand the most. There's a brand leader. And it doesn't necessarily have to be someone in leadership. It's important that you recognize someone within the company to be your brand leader. They embody it, live out the values, and constantly champion for what they believe the brand to be. It might be you, or it might be someone else. But this person needs the time and the authority to own the brand. You're going to go a lot further by accepting this fact now and making the necessary changes either in your mindset or in the team's structure to give that brand ownership to the right person. Run challenging brand decisions by…
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