There is something so satisfying simple about managing projects. They are a discrete part of work life. They have a beginning and an end. For those of us who use project management software, there are few moments in the office that bring as much joy as the moment when we enter project status as “Completed.” Somehow, once that status is entered, we can breathe more easily.

Even Web coordinators notice this. Often victims of project scope creep, they sometimes say they‘re jealous of their print counterparts, since the website evolves and seems to remain in “Ongoing” status interminably, whereas the print product has some kind of termination point where you can go home, pat yourself on the back, and finally say, “Job well done.”

Not so with branding. You can insert “Completed” on branding campaigns or projects, but it isn’t really done. In fact, what is the meaning of a “branding project”? Branding is not something you do and then walk away from. It’s like going to a house of worship, hearing a great sermon, and not only forgetting what you learned from it but more important, not practicing the rest of the week what you heard that day.

Branding is a religion. For your company, it’s part of your mission and what you believe in, your way of life. You practice your brand every day and in every way. Consider Abt Electronics in Illinois. Like many other companies, this retailer has taken many visible steps to reduce its electronic footprint as part of managing its image. But it doesn’t stop there. Believing in “authentic green” and not just “visible green,” Michael Abt drives a hybrid. He asks senders of junk mail to remove his address from their lists and attends green-technology conferences across the country. Abt believes in “doing the right thing.”

That’s living the brand.

Article Tags: brand | Green Marketing | image
Filed under: Branding, Green Marketing