The importance of commitment for Brand Management

You shouldn’t understand the Brand Management process as a “solo-fight”: you against the organization!

Not only WHAT we achieve is important, but also HOW we achieve it. It is not only getting to the end of the path, but also how you do the path!

Sometimes we can have differences with other team members and it might be difficult to bring other team members in the boat.

Therefore, involvement is KEY.

If you can not involve your other team members, every single minor issue will escalate to a major constraint and jeopardize the main fundaments of your project.

Involvement is a powerful tool.

How do you do something you do not believe in? Personally, if I don’t believe in something my motivation level for doing it is low, and therefore, even if I try to be professional, unconsciously I might not do it as well as it could have been done.

That is why, you need to involve your organization and get the commitment from your key players.

Most important: get the support of your sales team. They are the ones who will translate your marketing strategies at the point of sales! 

In order to do that, set a sales agenda and a marketing agenda for your project (your burning platform!) where you identify clearly the different objectives you want to reach with every single initiative, and set a process to reach alignment.

If there is no process in your organization to do this, then set one. The more departments you involve the better. This will probably be the most important pre-requisite you will need to do before successfully implementing any growth strategy.

Having sales on your side creates a bond that is stronger than any controller or logistics expert. Together, the organization will work for you!

Take your time to develop a solid plan, and only start implementation once your key players have bought onto it and the vision and roadmap are clear.

Furthermore, try to work always on a project basis with big rocks (burning platforms) rather than with lots of small stones at the same time (small fires). That doesn’t mean that you cannot have different projects at the same time. Just make sure, they are all part of a bigger picture.

posted by Ignacio Molins