I’ve written in this space about new criteria for
brands to be the greatest. Ultimately, the consumers decide. Everything from
access to information to decision making is moving faster and in more directions
— trends that are not slowing. Whether it’s corporate, product, or employee
branding, the stakeholders rule.
Fleishman-Hillard’s brand communication experts have developed these guidelines
for branding success:
1. Make it real. The brand has to matter. Deliver value. Fight clutter with
relevance.
2. Stand for something. Our annual Corporate Social Responsibility Survey
again validates the importance of brands improving the community — especially
as employer and leader.
3. Integrate. It’s one story. Tell it by collaborating.
4. Question assumptions. No, attack them relentlessly with innovation.
5. Let go. This space is for the real brand managers. Write what you think
is important. . . .
Of course, since branding is so critical, measure everything. Numbers influence
management.
