Branding when there is no brand

Be aware that you will sometimes need to brand when there is no brand. To create consistency when none exists. To develop guidelines when you know they will be retracted later on. Take the Total Branding approach and accept this reality as a given. Don't get upset - take it as an opportunity to expand your skills in strategic thinking and implementation. Remember that

1. The brand exists anyway - whether or not someone "decides" that it does
2. There is never such a thing as total brand alignment; and
3. Even partial alignment is better than none.

Now get out there and do your best.

About

Dr. Dannielle Blumenthal is an author, independent brand researcher, and adjunct marketing professor with 20 years of varied experience. An avid researcher and prolific, creative writer, Dr. Blumenthal's interests span communication, marketing, qualitative media content analysis, political rhetoric, propaganda, leadership, management, organizational development, and more. An engaged citizen, she has for several years worked to raise awareness around child sex trafficking and the dangers of corruption at @drdannielle on Twitter. You can find her articles at Medium, www.AllThingsBrand.com and www.DannielleBlumenthal.com, and she frequently answers questions on Quora. All opinions are Dr. Blumenthal's own.