You have specific objectives for your company – and your own preferences for how much involvement you wish to have in managing your brands and your people. Many of today’s brands are too large and too complex to be managed by one person or one department. They require teams of specialists, sharing ideas and coordinating the efforts across a creative network – an entire branding community.
This call for a clear session to define and evaluate your needs and goals. Based on this information, and other cues or key facts of the company’s (or the brands) real objectives you provide, branding experts will suggest one of the following managing brand collaboration styles:
i. Advisory services
For those who want to be closely involved in the branding process for spiral knowledge efforts
ii. Discretionary consultancy services
For those who wish to outsource part of its branding projects due to lack of expertise and resources
iii. Coaching (not just a typing training)
For those who wish to acquire the branding skills within the company capabilities… not just another 3 days hyped-up training program without follow through and action
Nevertheless, you should have at least an idea of the people you want to reach-out and why. Define what categories of people you're targeting and it will be easier for you to move your marketing strategies towards that direction. It is very difficult to map out a route if you’ve no idea of your destination.
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