Your brand already works for you – the only question is, how hard?
Job Title: The Brand
Department: All
Reports To: Everyone, Everywhere
Job Summary:
This role requires constant presence across all touchpoints with stakeholders, customers, potential customers, influencers, and detractors. You’ll be responsible for attracting new customers, retaining existing ones, outperforming competitors, navigating market shifts, boosting margins, managing crises, and fostering a positive internal culture. It’s a global, 24/7 commitment.
Key Responsibilities & Deliverables:
Be the Company’s Champion:
Deliver a consistent visual identity and messaging across all platforms, reflecting the company’s mission and values. (Delivers Consistency)
Foster trust and loyalty through consistent market presence, reinforcing our commitment to quality and integrity. (Delivers Positive Perception & Market Differentiation)
Craft a Compelling Narrative:
Ensure all communications, from ads to social media, convey a powerful and unified message. (Delivers Consistency)
Create emotional connections through logos, visuals, taglines, and campaigns, evoking trust and belonging. (Delivers Positive Perception & Customer Loyalty)
Stand Out from the Crowd:
Highlight unique aspects that set the company apart from competitors. (Delivers Market Differentiation)
Emphasize distinctive product/service qualities and benefits. (Delivers Market Differentiation)
Drive Culture & Performance:
Promote core values and culture internally and externally, influencing employee behavior to align with the company’s mission. (Delivers Cultural Alignment)
Increase brand awareness, recall, and market share year-over-year. (Delivers Enhanced Visibility)
Improve customer retention, positive sentiment, and engagement metrics (social media, website traffic). (Delivers Customer Loyalty & Positive Perception)
Enhance brand equity and consistently rank high in key industry rankings. (Delivers Enhanced Visibility & Market Differentiation)
Generate positive media coverage and increase customer advocacy through reviews and content. (Delivers Positive Perception)
Working Conditions:
Salary: Zero.
Working Hours: 24/7, 365 days a year.
Benefits and bonuses: None
Location: Everywhere the company operates and beyond.
Holidays: None.
When your brand is “in the zone” it will work harder for you than any employee. It’s like a supporting hand that helps every person and function of the business to work better, for less. Success begins with finding a way to strike a chord with your customer. For example, Starbucks discovered that their value is not in selling coffee, but in rewarding hard workers with 20 minutes of “me time” every day. Once that insight is revealed, every effort of the business should be invested in it. The results can be astounding.
