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Who builds a brand? A reflection on the importance of the different sectors of an organization in brand positioning.

Article by Letícia Luzbel  

Writer at Essence Branding  


When I present a brand book (brand positioning manual), I usually draw attention to one of the first pages of the material: the one that directs who it is intended for.   


After all, if we’re talking about building a brand’s positioning, who are the professionals or sectors responsible for this?   


At some point, a misconception was created that those responsible for branding are exclusively in communication and marketing. However, today, I am here to propose a reflection… are these the only areas with this role?   


The author Jonah Sachs has a phrase I pretty much like: “Your brand is a story unfolding across all customer touchpoints”.   


Suppose we assume the communications and marketing areas are solely responsible for telling this story. In that case, we are leaving out many sectors and professionals who also relate in some way to customers, whether external or internal (the organization’s employees).   


In an organization, different sectors and professionals contribute daily to building the brand’s positioning at specific moments in the relationship with the customer.   


Still can’t visualize it? Let’s elucidate this idea with some examples!   


  • Communications and Marketing: they position the brand by developing narratives, campaigns and other communication strategies that convey the brand’s message and make it reach its target audience.   


  • Human Resources: they position the brand by managing the company’s reputation as an employer. The HR sector also contributes to brand management by attracting, developing and retaining talent, creating “a positive image in the eyes of employees, clients and potential candidates” (Source: Employer Branding Brasil).   


  • Customer service sector: they position the brand by conveying its values and personality in every interaction with the customer. It is essential to emphasize the importance of the professionals in this area in the brand experience since they often have direct contact with the consumer. By providing positive and memorable experiences, the Customer Service sector creates a base of satisfied and engaged customers.  


  • Product Sector: positions the brand by ensuring that products meet customer expectations in terms of quality and functionality and are aligned with the brand’s values and identity. Professionals in this area play a crucial role since products are often the most tangible point of contact consumers have with the brand. 


And we could explore sector by sector until we conclude that a brand is built by more people than we usually think!   


But finally, why is it so important that everyone in the company, regardless of whether they deal with internal or external customers, feels responsible and – even more importantly – empowered to build the brand?   


  1. Every touchpoint matters. Every customer interaction with a company shapes their perception of the brand. Therefore, all professionals, regardless of direct or indirect contact with customers, play a fundamental role in building the brand’s experience and image.   


  1. Alignment between people = consistency of message. You may already know that consistency is the key to brand positioning. However, everyone in the organization must be “on the same page” about who the brand is and how it interacts with the world. Moreover, professionals must understand the importance of their role in building and maintaining the brand’s identity and are trained to act this way. 


  1. Engagement. By understanding that they are part of building the brand, employees realize that their work goes beyond their responsibilities and contributes directly to the company’s success. In this way, professionals become more engaged and motivated.   


  1. Shared responsibility. By recognizing that all professionals are responsible for the brand’s image, the organization promotes a culture of shared responsibility, in which each professional, regardless of the area in which they work, feels part of the brand’s success and strives to contribute in the best possible way.   


Given all this, Essence Branding clarifies the main doubts about the strategic content of a material such as a Brandbook:   


“Who is it for? For everyone involved in managing the brand and its strategic, cultural and identity elements, from communication and marketing professionals, customer service, digital marketing, product management and even people management.  


How should it be used? The Brandbook should guide the brand’s internal and external actions and communications. In other words, the material informs and instructs teams on consistently activating and communicating the brand’s spirit throughout the organization.”  


This vision is part of our DNA as a company that develops people to impact brands and develops brands to impact people. We synchronize brand positioning and organizational culture, manifesting authenticity and building value.   


Need help positioning your brand? Get in touch via one of our channels: 



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