Some qualities of a brand have to do with the interference of this intangible in organizations. In some cases, with a direct relationship to the business strategy, in others it works as a kind of fingerprint of the person who develops it, and in others it acts as an additional benefit in the financial structure; there is a fourth case with the brands that are only identified with the members of the work team, brands of relative invisibility for the market.
In the first case we can observe brands in an ideal state, a space, where the intangible lives at the center of the strategy and through the promotion of the brand the message is transported to our customers, suppliers and collaborators. Let’s say that we should direct our efforts to that place when we try to develop the ideal intangible. An entity that permanently transmits the purpose of the organization.
In the second case, there are brands that are identified to a lesser extent with the product or service offered, however, the brand clearly conveys the origin and identity of the person who designs it, brands with greater sensitivity that manage to distinguish themselves in your industry.
In the third case, brands that shine little in the market but have the ideal legal framework and actively act within the income statement. In these cases, the financial and fiscal benefits are the consequence of an adequate structure, through which these intangibles are used and have a direct impact on the company’s finances, producing benefits in the short, medium and long term.
In the fourth case, we have some brands that only appear in the decoration of documents and web pages setting the workplace. A centrist vision, which reflects little or nothing on the products and/or services offered. In these somewhat “product-centric” organizations, the brand defines little in the marketing process and even in a practical sense its participation in the value chain is almost nil.
In any of the above examples, the intangible of the brand participates in the value chain. The question is, what kind of intangible are we designing in our organizations? And to what extent do these reflect the company’s management style or the type of product or service offered?