It’s Budget Time. Don’t Forget The Brand.

Before you put the finishing touches on your marketing budget for 2016, ask yourself: “Have we included enough budget for our brand?” In many organizations, ‘brand’ can be a difficult sell. Faced with specific sales and marketing challenges, organizations are quick to develop specific budgets and plans to address those issues. In these organizations, the brand — misunderstood and […]

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Before you put the finishing touches on your marketing budget for 2016, ask yourself: “Have we included enough budget for our brand?”

In many organizations, ‘brand’ can be a difficult sell. Faced with specific sales and marketing challenges, organizations are quick to develop specific budgets and plans to address those issues. In these organizations, the brand — misunderstood and under-valued — is often left to fend for itself. At the expense of success.

And yet, if many of those organizations would focus a bit more time and budget developing overarching efforts to help their brand(s) interact with and impact those issues, the job of each individual marketing effort would become far easier and often, less expensive.

Because without a brand umbrella to help rationalize margins, instill customer loyalty, bolster employee morale and drive awareness, every sale becomes a little more difficult and every marketing effort, disproportionately more expensive.

Should you re-adjust your budget to include a bit more brand? If you’d like to learn more, l know a brand agency that can help.


Brian Creath is the president and strategy director of Cohesion., a nationally recognized St. Louis-based brand agency. He has helped hundreds of businesses and brands achieve success in a 30-year career. Read more of Brian’s point-of-view, here. Email him at bcreath@cohesioncompany.com.

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