W

hen people don’t care whose product they buy, it is for all intents and purposes, a commodity, and the offering represents no other value beyond what goes behind the cost of making it available. Branding is therefore the process of decommoditizing. As the marketplace gets more and more crowded, the only sustainable way to differentiate oneself from one’s competitors is branding.

We see a brand as a distinct entity that helps establish relationships with various stakeholders. The real value of the brand is in its assurance of continued earnings through its ability to attract, encourage, maintain and enhance supportive attitudes and behaviors, providing a frame of reference through a distinct and recognizable identity.

Since a company’s reputation is paramount, organizations today need to be understood and appreciated by all stakeholders, not just its customers but also its investors, business partners, (current & future) employees as well as opinion influencers, activist groups and the public at large. Perception management is not enough. All internal processes also need to be aligned with the brand charter to make it a complete reality, and ensure fidelity to the brand promise.