6 Reasons Why Brand Strategy Should be Part of the C-Suite
There may be no place under heaven more prone to alphabet soup than the c-suite. CEO? COO? CFO? CCO? When will it end? Well, hopefully there’s room for just one more. There may be a CMO overseeing marketing or a CSO overseeing sales. But who is making sure the entire organization is aligned around values, vision, and core DNA? Who is looking out for your brand strategy?
Too often we’ve seen brand conversations relegated to the marketing team as if it isn’t worth leadership’s time; but that leaves the marketing team feeling disconnected from leadership, and either disempowered from effectively managing the brand, or, managing the brand in a way that is misaligned with larger organizational strategy.
Brand stewardship is something that needs to start at the top. We want to propose that brand strategy is worth promoting to the c-suite. It’s a critical function of any organization, and for that reason and many others a CBO (chief brand officer) should be part of the C-suite in large organizations. Here are some of those reasons:
- Specialization: A CBO is a specialized role that is focused solely on the brand strategy of the organization. This individual has the necessary expertise and experience in branding and marketing to lead the development and execution of the brand strategy.
- Reputation management: A CBO can be responsible for managing the reputation of the organization through effective communication and crisis management. This can help to mitigate any potential damage to the brand reputation and ensure that the organization is perceived in a positive light by the public.
- Cross-functional collaboration: A CBO can lead and coordinate cross-functional collaboration across different departments and functions to ensure that all areas of the organization are aligned with the brand strategy. This can help to ensure that the brand is communicated consistently across all touchpoints and that it resonates with the target audience.
- Long-term vision: A CBO can help to ensure that the brand strategy has a long-term vision that takes years to fully implement and execute. This can help to ensure that the brand remains relevant and successful in the long-term.
- Aligns brand strategy with overall business goals: A CBO can work closely with the other members of the C-suite to ensure that the brand strategy is aligned with the overall business goals of the organization. This can help to ensure that the brand strategy is making a positive impact on the bottom line and is closely tied to the reputation of the organization.
- May Replace CMO and CSO: For some organizations, it may make a lot of sense to bring all of these departments (marketing, sales, and brand) together under one leader. Their functions are intricately interdependent, after all. And it may be that the CBO is best suited to oversee the entire smorgasbord of marcomm and sales teams.
Including a Chief Brand Officer (CBO) in the C-suite of a large organization can be effective in ensuring that the brand strategy is aligned with overall business goals, managing the reputation of the organization, leading cross-functional collaboration, and having a long-term vision for the brand.
And most importantly, hiring a CBO is a great way to elevate brand management to the highest levels of your organization. When leadership is stewarding the brand well, your team is better aligned, has clearer objectives, is more connected to your internal culture and sensitive to external expression, and is actively participating in bringing your brand strategy to life in their various spheres of work.
FREE ONLINE COURSE
Do you feel like your brand and sales are not in sync? Building a strong brand is the foundation for a successful sales strategy, while a weak brand can hinder your ability to generate leads and close deals. In this free course, you will learn how to master the dance between sales and brand and leverage it to win opportunities to serve your ideal customers.
In this course, we introduce you to sales expert and Founder of Altezza Solutions, Steve Caton and his Director of Operations, Craig Johnson.
- The importance of a strong brand and how it can establish trust and credibility with potential customers
- How your brand and sales teams should mutually support each other
- Key sales strategies to consistently serve people well
- How to align your sales team with your brand and marketing to maximize results
And much more!
Don't miss out on this opportunity to elevate your business with the powerful dance between sales and brand. Sign up now for this free course!
MEET YOUR HOSTs
The Resonate Team
We help ministries, non profits, and for-purpose businesses cut through the noise so you can reach the right people with the right message and change the world as a result.
We help clients better allocate resources, expand capacity, and hit higher sales goals by filling in gaps for internal sales teams or managing entire sales cycles with expert fractional salespeople that deliver amazing results.
The Digital Space Should Not Replace Meaningful Human Interaction
Something we often see in the digital era of online businesses, online ministries, and even online churches, is a desire to automate as much as possible, to save people time. And you know what? We love that. The digital space has created a lot of cool opportunities for us to streamline our work so we can focus on the areas that are most important. (Admittedly, it’s also made real focus incredibly challenging, but that’s a different conversation!)
5 Key Steps to Finding Your Brand Voice
Every brand has a voice. It’s the personality, tone, and style that sets it apart from competitors and allows it to connect with its audience. But when a brand’s voice becomes too loud, too aggressive, or too pushy, it can lose its ability to connect and resonate with its audience. That’s why rediscovering and maintaining your brand voice is critical to your success.
How to Protect Your People and Your Brand from Quiet Quitting
At Resonate, we believe that Brand stewardship extends to all areas of your organization. Brand should be more than your logo or even your external reputation, but it should also be something meaningful and motivating for each person on your team. Team alignment is critical to organizational advancement.
Sales and Brand: the Dance
What is the most popular space at a middle school dance? The snack area! That’s where young boys are free to congregate and talk about baseball while ignoring the core problem facing them: they don’t know how or whether to ask a girl to dance. The gulf between the snack bar and the dance floor may only consist of a few feet, but on a deeper level, it spans galaxies.
Why Brand Strategy is Important
Branding is not just about becoming recognizable, it is about becoming and staying knowable, likeable and trustworthy to the people you are trying to reach. In a noisy world—please, for the sake of humanity … but also for the sake of saving ad dollars—don’t try to reach everyone, just try to reach the people you can best serve ...
What’s in a Logo?
Internally, we actually use the language “Visual Identity” to describe the logo and brand color palette. Eventually, your visual identity will also become other key aspects of your brand design, certain elements or strokes to supplement your logo and add robustness to your brand. We just said logo in the title because we thought you’d be more likely to click it. ;-) Were we right?
What’s In a Brand?
“Branding is the art of becoming knowable, likable and trustable.” That John Jantsch pearl of marketing wisdom is the kind of statement that gets our wheels turning, because it speaks volumes in just a few short words. It’s not wrong, but we also think there’s more to branding. It’s an art, for sure; but it’s also a science.