CEO, Brand is YOUR Job
This week we explore why successful modern businesses are using brand as their core operating system (not simply a marketing exercise), and why CEOs must personally champion brand strategy for it to truly drive business value.
Branding Before Breakfast Ep 205 CEO, Brand is YOUR Job
Morning, I’m Jodie, I’m the MD at Tiny Hunter. Now, if you think that brand is a marketing exercise only, then you are wrong. Today’s most successful companies have got brand as their core operating system.
If you think about it, your marketing team, they can execute on your brand strategy, but they can’t really embed it at the heart of your business where it belongs. That’s got to come from you, the CEO and the leadership team.
Every single decision made in your business, and they’re not all made by you, is either strengthening or weakening your brand in every department, what products or services you should be focusing on. Innovation – how should things be evolving? Who you’re hiring, are they values aligned? Your operational processes, the way you do things day in and day out, the decisions people make when you’re not there. They all need to be oriented around your intended positioning and who you are. And when brand just lives in marketing, it becomes a surface story.
It’s something that you say rather than who you are. That has to come from the top so that it becomes the strategic foundation. The most valuable brands these days aren’t just well marketed, and yes, they are really well marketed, but they’re strategically coherent. So every department, every detail, every decision, they are all aligned around the positioning, and that is not marketing. That is leadership.
So today, I really want you to think about, is brand right now in your organisation a marketing asset, or is it a business asset? That’s it from me, it’s time for brekkie.
Written by: Jodie de Vries
Published: February 25, 2025