Organisations tend to see their business strategies as superior or infinitely more important than their brand strategies. However, both make up the two sides of the corporate ‘coin’. Indeed, brand management is not a one-off project that ends with ‘branding’ or a one-dimensional exercise resident in the marketing communications department. Brand management goes beyond the tangibles of advertising, etc. It is about the raison d’etre of your brand. That is, why are you in business?
Branding activities with an immediate selling aim may appear more productive, hence the popularity of marketing promotions and similar tactics. But short-lived purchase inducement and visibility should not be the ultimate goal of a brand building effort.
The brand embodies the ‘heart and soul’ of an organization, and its promise is delivered through its products, services and consumer communication. In an age where the customer drives the conversation about brands, the degree to which brand values are communicated is directly related to how much consumers buy into the actions of the company and its vision or long-term perspective.
Essentially, brand management is about executing your brand promise- which you have communicated explicitly or implicitly to your market.
organic branding 