Why you need a Chief Brand Officer

We operate in an ultra-competitive business world where only the fittest survive. Building a strong brand-centric organisation is key to longevity – and that means that the brand needs a seat at the board table.

Branding Before Breakfast Ep 106 Transcript\ Why you need a Chief Brand Officer

Hi everyone. I’m Jodie. I’m the MD, at Tiny Hunter. And, today I want to speak with you about why you need a Chief Brand Officer. Well, the main reason why is branding is really important. I can’t resell you on all those points.

So dig through the Branding Before Breakfast archives, and have a listen, but really, it’s because we live in an ultra-competitive world, in the US alone last year, there were over 5 million new businesses launched, businesses are launching every day, they’re failing every day.

And if you want to make it in the long term and go from strength to strength you need to Leverage The Power of the brand. Now, that really has two core parts. The first part is Clarity. So you need to have gone through the process to really define and articulate your brand, which is a body of work that you would do with a strategic branding agency like ours.
Now, assuming that you’ve got the clarity piece nailed. The next part is consistency. So these is big things and small things. So in terms of the big things you need to be making all your key decisions with a lens of a brand, which means that the brand needs a seat at the boardroom table.

It doesn’t matter which part of the business, you’re speaking about, you need to be considering it from a brand-building perspective. It touches everything brand is not some small part of the marketing department is the entire backbone of your organization.

So whether someone has the Chief Brand Officer title or not, and I’m assuming probably not, it doesn’t matter.

Someone needs to have ownership of that and be looking at decisions with the brand lens. So that’s the big part of consistency. The small part is the micro decisions that are made every single day in a business, which is why it’s really important to have values embedded in the organization and other tools that you can use to make sure that consistency is there.

So my question for you is, who is the Chief Brand Officer in your organization? And if you don’t have one, then you need to rectify that and potentially you need some ongoing brand guardianship advice as well, depending on the internal resources that you have.

That’s it from me. It’s time for breakfast.

Jodie de Vries

Written by: Jodie de Vries
Published: April 26, 2022

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