Develop a Local Brand
Posted: February 9, 2009 | Author: rickgage | Filed under: Alignment Insight, Developing Alignment, Related Discussions | Tags: Alignment, Brand | Leave a commentThere are a set of roles which are focused on developing the relationships between two or more organizations. People with these roles go by titles such as:
Account Manager Alliance Manager
Client Services Director
Department Liaison Partner Manager
Business Development Manager
Point of Contact Channel Manager
With any of these roles, sustainable success is rooted in alignment. Developing a local brand can help align organizations more quickly and deeply. “Local” in this case isn’t about geography. It’s about the subset of your total organization which is relevant to the relationship. Local might be people in 50 countries all working together to provide an integrated service.
A local brand is rooted in a clear understanding of the real strengths and weaknesses of your organization as it faces off with the organization you’ve targeted. It is connected to the big brand of your company – the one developed by the marketing geniuses at corporate and costing millions of dollars. But is adapted for what is relevant for the scope of relationships you’ve targeted for development.