In today's attention economy, there's a very high cost to not having experienced brand leadership at the helm.
As your Chief Brand Officer, it’s my mission to save you not only time and money, but also the headaches that come with disjointed brand strategies through what I call ‘brandoms'. These 'random brand acts’ only end up confusing people and holding you back from achieving sustainable brand growth.
I’ve created a practical range of Flexi CBO services because far too many SMEs make the wrong call, wasting time and money on ineffective and scattered marketing and communication tactics, all while ignoring their most valuable asset, their brand.
Unfortunately, 'brandoms' ultimately damage the recognition and reputation of many organisations.
Too often, businesses at a critical growth point look to specific tactics, but a tactics-first approach usually fails in the long run. Why ? Because tactics, focusing on marketing, technologies, platforms and trends, change constantly. Yes, tactics are important, but they’re just part of the puzzle that first needs to be guided by a clear brand strategy and positioning, before those critical investments in marketing campaigns and communications are made.
Through an evaluation, I’ll work with you to build an in-depth understanding of your brand and it’s needs, as well as identify underperforming elements of your brand experience. Together, we start from the ground up and examine everything, whatever your brand’s current circumstances.
The case for a Chief Brand Officer.
Creating a strong brand is now more important than it ever has been.
A strong brand:
● creates the conditions for improved margins
● makes you stand-out within packed competitive environments
● creates loyalty within fast changing markets
● builds preference among customers, talent and communities
● creates resilience from which to come back from when mistakes occur.
As a result, establishing a strong brand is perhaps the single most important factor for success in our new attention economy where barriers to entry have dropped, new competition is fierce, commoditisation is rife and technological disruption is the norm.
Your business can’t afford to be left behind, so having your own Flexi CBO is a safeguard to make sure you're not.
One of the most painful and expensive lessons I see clients learn, is the cost of not having experienced brand leadership at the helm. Now I know this hasn’t been a priority or even an option for many businesses, but now with a Flexi CBO, it’s the perfect opportunity for your organisation.
As mentioned above, 'brandoms' happen more often than businesses care to admit, and generally when an organisation doesn’t have an experienced brand executive to guide and advise them. In most cases, a business trusts its brand to a junior marketer, a coordinator or an external studio or agency.
In other cases, the founder, CEO, or sales or marketing manager tries to fill the brand leadership role while balancing their other responsibilities. Their time is naturally limited and expensive, so having them spend time on something that’s not their core expertise comes at a high cost.
Unfortunately in these cases, without clear brand leadership, direction and accountability, businesses often burn through their resources without knowing what’s working for them and what’s not.
As a Chief Brand Officer, my role to help organisations overcome 'brandoms', in other words, to help them stop aimlessly spreading their resources across numerous tactics, channels and audiences - hoping at least one of them will work.
To learn more about how you can benefit from having your own Flexi CBO, contact me today or book a discovery call.