REPOWER: BRAND MANAGEMENT
The brand as an operating system
We set up an independent brand function and anchor it in your organisation.
Many companies do not clearly regulate responsibility for the brand. Either marketing carries the brand along, or the brand counts as the mere compliance with CI guidelines and brand book specifications.
But brands can only deliver their growth function when two questions are answered: How is it decided? How is it steered?
REPOWER
answers how you decide. Your brand gets its own function. A Brand Board takes the strategic brand decisions. Top management, sales steering, business development, controlling and marketing sit at the same table. Decision pipelines become the foundation. You decide deliberately and bindingly.
REPOWER
answers how you steer. A brand constitution regulates what headquarters decides and what the units shape. It creates a binding understanding of sovereign tasks and decentral design space. A planning process across the year keeps brand management workable and weather-proof. You steer consistently and with foresight.
An independent brand function is new ground for many companies. The setup requires steering experience and moderation. We offer interim management for this. We establish the Brand Board, draft the brand constitution and lead the first planning cycle. We build the brand function and anchor it in the organisation.
Personal references
Our services for the operating system of your brand
REPOWER covers four offerings that set up the operating system of the brand. Organisation consulting defines the brand function, the brand constitution sets the rules, the planning processes with the Brand Board structure the year, and interim management leads the introduction.
Brand organisation consulting
We conceive and reorganise brand functions. We design the structure, responsibilities, processes and reporting lines.
Brand constitution
We make your brand workable and weather-proof. A brand constitution regulates the sovereign tasks of headquarters and the design space of the units.
Brand board
We conceive a cross-functional decision body and moderate it. Each quarter the Brand Board addresses measures and budgets along business strategy.
Interim management
We implement the organisation concept in the company and moderate the introduction.
From our consulting experience
We advise companies on building brand functions: branding becomes operational and scalable, workable, strategic and growth-oriented.
In our mandates we meet the same gordian knot again and again. Where brand is understood as "branding" in the company, it is played creatively, but neither decided consistently nor steered. We untie the knot and install an operating system for the brand, aimed at growth and earnings.
Our industry experience: construction, investment holdings, energy, information technology, insurance.
Our methods
Brand OS
The operating system of the brand. It connects the four fields of orientation, performance, processes and leadership into an organisation model.
Brand planning circle
Sets the rhythm of brand steering across the full year. Execution is agile. AI-supported in planning and decision processes.
Brand governance
Owns the rule book of the brand. Headquarters gains steering authority.
Brand management office (BMO)
Introduces the organisation model, anchors it and trains the teams.
1
Conducting of Brand audit
We analyse how your brand is steered. We look at how decisions are made. We capture which (AI-)supported tools are in use. At the centre stands an analysis of the collaboration between brand management, marketing and sales.
2
Creation of target organisation
We conceive the operating system of your brand across the four fields of orientation, performance, processes and leadership. The target model is aligned with your business model and the specific market function of your brand.
3
Implementation of target organisation
We implement the target organisation step by step. We design decision and approval processes, set up the brand board and write the brand constitution. We build the brand management office and operate it on time.
4
Handover and reviews
We hand the operation of the brand management office over to you in an orderly way. On request we train the brand team and stay at their side with regular reviews.
Our services
Make a brand decision today.
Write us a message via the contact form or book a conversation directly.
Brand RE Markenberatung GmbH
+49 172 544 1262
kontakt@brand.re
Frequently asked about REPOWER
Why is brand seen as a marketing responsibility?
Over the years brand slipped into marketing. There it was treated as a communications topic and never had the chance to prove itself as its own steering discipline. That is why a dedicated term is still missing, and we use "brand management" as a stand-in. Even "branding" only means the marking, the operational side, not the brand itself. Only an independent function makes the brand a steering discipline.
What is the operating system of the brand?
The operating system of the brand connects the four fields of orientation, performance, processes and leadership into an organisation model. It clarifies how the brand is decided on and how it is steered. Only then does the brand deliver its growth function.
What does a Brand Board deliver?
The Brand Board is the cross-functional body for strategic brand decisions. Top management, sales, business development, controlling and marketing work together in it. Each quarter it addresses measures and budgets along business development.
Was does a brand constitution regulate?
The brand constitution regulates which decisions headquarters makes and which spaces the units shape themselves. It draws a clear line between sovereign and decentral tasks. That makes the brand workable and weather-proof.