THE paradigm has shifted; today, branding is no longer about simply distinguishing your business, goods or service from your competitors. Rather, it is a strategic imperative that enhances and supports all aspects of your business, creating an identity of its own as we move into a globalized landscape.

According to Grant Thornton International's "International Business Report," Filipino midsized businesses are among the biggest believers in increasing their brand investment, with 77 percent expecting to invest more moving forward into the third quarter and beyond.

Branding doesn't start from nothing; it is the culmination of your business' shared history, experiences, values and beliefs, as embodied by the people who make it up. It's about understanding and amplifying their voices, their stories and their passions. Now, moving forward, how do we ensure that this focus on branding bears fruit?

Discovering your brand

Just like marketing, branding is a strategic endeavor that involves creating a compelling narrative about your business. According to Forbes, a brand is comprised of identity, purpose, mission and values, messaging, differentiation, and experience.

The key to successful branding is a holistic approach that incorporates all these elements. Your brand promises, key messages, logo, content and more must be authentic to what your brand is and what it represents.

One of the biggest challenges of branding is aligning all these moving parts while at the same time continuing to innovate and keep up with the current business landscape. Striking a balance between innovation and consistency is crucial.

As you continue building your brand, you'll find that it isn't something that you create; it's something you discover. By collaborating with people, clients and employees, as well as being aware of all the operations of your business, you'll uncover the authentic essence of your brand.

People as the heart of the brand

As senior manager in charge of our firm's Brand and Communications Group, it's our group's imperative to put people at the center of all our branding initiatives.

Mai Sigue-Bisnar, in her article "The Innovation Imperative: People, Brand, and Sustainability in Focus," highlighted that understanding the brand's purpose will enable the company to distinguish itself from other competitors by establishing a connection with clients and people who align with their values.

Forming this distinction for your brand organically, through authentic storytelling and genuine engagement with your audience, is crucial in today's competitive landscape. When people feel connected to your brand, they are more likely to become loyal clients and brand advocates.

Understanding your employees' experiences, values and aspirations will create a brand that resonates with them on a personal level. This, in turn, will inspire them to become passionate brand ambassadors who can effectively communicate your message to the world. Positioning them as the heart of the brand requires that they actually have the opportunity to be involved.

According to McKinsey, the strongest brands create a "community flywheel," a model incorporating community-based branding initiatives.

To accomplish this, you must conduct employee interviews and surveys that provide first-hand insights into their experiences, values and perspectives. Utilize social media, as it is a powerful branding tool — it creates opportunities for engagement by fostering a sense of community and encouraging employee-generated content.

Lastly, ensure that your people are on board with your branding initiatives: following brand guidelines, being aware of the organization's projects, and how their actions and behaviors contribute to the overall brand image.

Branding in today's landscape

Let's clear up the misconception that branding is solely an external marketing tool. Just as it is important to create an effective brand for potential clients and the public, it is equally important to build a strong internal brand.

Branding also reflects your organization's internal culture and policies. In fact, you'll find that your biggest supporters — and critics — are your own employees. If your employees don't believe in your brand, it will be difficult to convince your potential clients and stakeholders to also believe in your brand. Being out of touch with your employees' sentiments can prove costly.

At P&A Grant Thornton, one of our most successful initiatives has been highlighting our commitment to our people. Being recognized as a "Great Place to Work" (a certification that recognizes employers who create an outstanding employee experience), and as one of the top choices for fresh graduates by Prosple (a network of recruitment sites said to be used by millions of students to find their first professional job) is a direct result of keeping in touch with the sentiments of our people.

For example, our firm maintains a hybrid setup, even long past the necessity of working from home during the pandemic. On the other hand, on-site work fosters collaboration, communication and a stronger sense of community among employees. It also provides opportunities to demonstrate our CLEARR — collaboration, leadership, excellence, agility, respect, responsibility — values in person. By prioritizing the well-being and experience of our employees, we have strengthened our brand and positioned ourselves as an employer of choice.

Measuring brand success

Remember, a brand is something that is ever-evolving. It's not a static entity but something with a life of its own that adapts to changes in the market, technology and consumer preferences. Therefore, measuring brand success requires an approach that goes beyond traditional analytics and data.

To assess brand success, it's essential to consider factors such as brand awareness, brand perception, brand loyalty, employee satisfaction, customer satisfaction and financial performance.

While analytics and data can provide valuable insights, listening to the voices of your customers and employees is equally important. By understanding their needs, preferences and feedback, you can gain a deeper understanding of your brand's strengths and weaknesses.

In conclusion, a successful brand resonates with its audience, inspires loyalty and contributes to the organization's overall success. By focusing on building a strong, authentic brand that amplifies the voices of your people, listening to clients and employees alike, and continuously adapting to change, you can create a brand that stands the test of time.

Tin Ejanda is a senior manager for the Brand & Communications Group at P&A Grant Thornton. One of the leading auditing, tax, advisory, and outsourcing firms in the Philippines, P&A Grant Thornton is composed of 29 partners and 1,500 staff members. We'd like to hear from you! Connect with us on LinkedIn and like us on Facebook: P&A Grant Thornton, and email your comments to pagrantthornton@ph.gt.com. For more information, visit our website: www.grantthornton.com.ph.

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